performix.wien 2016 – new media platforms & influencer marketing – jasmin fischer und sandra...
TRANSCRIPT
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NEW MEDIA PLATFORMS & INFLUENCER MARKETING
October 25TH 2016
COCA-COLA
Jasmin Fischer & Sandra Kaliszewski
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Warum sind “Emerging Channels“ für uns so wichtig?
Wie setzen wir Influencer Marketing ein?
HOW TO BREAK
THROUGH THE NOISE IN (DARK) SOCIAL?
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Warum sind “Emerging Channels“ für uns so wichtig?
Wie setzen wir Influencer Marketing ein?
![Page 4: PERFORMIX.Wien 2016 – New Media Platforms & Influencer Marketing – Jasmin Fischer und Sandra Kaliszewksi (Coca-Cola)](https://reader034.vdocument.in/reader034/viewer/2022042907/587b51eb1a28abff1a8b612b/html5/thumbnails/4.jpg)
COCA-COLA WEIHNACHTEN 2015
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COCA-COLA WEIHNACHTEN 2015
TEEN ENGAGEMENT
BRAND LOVE
STRATEGIE
ZIEL
WHATSAPP FOCUS
INSTAGRAM - INFLUENCER
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IDEE DER COCA-COLA WEIHNACHTSMANN IST
AUCH AUF WHATSAPP
DAUER 2 WOCHEN
CHANNELS COKE.AT, FACEBOOK, SNAPCHAT
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STICKER
MEMES STORYTELLING
INFOS ZUR TRUCK TOUR
FLASCHE MIT DER MASCHE
WEIHNACHTS-CHATS
MECHANIK
1:1 KONVERSATIONEN
1: MANY KONVERSATIONEN
GEWINNSPIELE
UGC
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1:1 INTERAKTIONEN: 19,960
NACHRICHTEN WEIHNACHTSMANN: 6,600
Ø INTERAKTIONEN PRO CHAT: 2-5
Ø ANTWORTZEIT: 1-5h
SENTIMENT: 90% positiv
DAUER
2 WOCHEN
PERFORMANCE
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COCA-COLA INFLUENCER WEIHNACHTEN 2015
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INFLUENCER MARKETING
INFLUENCER
11 INFLUENCER
CHANNELSINSTAGRAM
FOKUS
FLASCHE MIT DER MASCHE , TRUCK TOUR
ZIEL
AWARENESS, BRAND LOVE
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INFLUENCER MARKETING
#FlascheMitDerMasche
CHANNEL
PERFORMANCE
TOTAL NUMBER OF POSTINGS: 11
ENGAGEMENT: 18,907 (LIKES, COMMENTS)
REACH: 1,278,293
UGC:497
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COCA-COLA EM 2016
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COCA-COLA EM 2016
TEEN ENGAGEMENT
BRAND LOVE
SNAPHCAT FOCUS
BLOGGER STORY TELLER
STRATEGIE
ZIEL&
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SNAPCHAT
SUCCESS DRIVERS:
Behind The Scenes
#FOMO
Exklusivität
Fun & Co-Creator
KAMPAGNE:
EM Spiele
Fan Tour
Promotion/Sampling
TV Spot
STORIES:
Live Stories
Snapchat
Takeover
TV Dreh
Doodle
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SNAPCHAT
SNAPCHAT HIGHLIGHTS
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SNAPCHAT PERFORMANCE
DATEN:
• cocacola_at
• August, 2015
• AVG uniqueViews x Snap: 7,000
• AVG Snaps x Story: 10-15
• AVG total Views: 85,000
• Total # Stories: 12
• ~ Friends: 12,000
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FRAGEN?
@cocacola_at
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VIELEN DANK FÜR DIE
AUFMERKSAMKEIT
October 25th 2016
Jasmin Fischer, Sandra Kaliszewski