1) Increase Coca-Cola sales in the region.
2) Reverse declining market share in the region.
3) Empower teens to become internet famous.
Coca-Cola was losing market share, as well as the hearts of the next generation of teens, due to the large scale marketing efforts of competitors. We needed to find the best way to communicate with teens in order to reconnect with a crucial fan base.
Insight #1 – Teens want to escape their busy and controlled daily lives
Studies show that being a teenager is hard: too many tasks, too much parental control, too much time dedicated to homework – and all for an unpredictable world that no longer guarantees success in exchange for hard work.
Insight #2 – Internet Fame is a strong desire for teens, as it seems easy to attain, but takes time to cultivate.
Our research also revealed that “Fame” is a major motivator for teens. Their role models and those they view as celebrities are people who feel relatable and whose fame seems attainable. Teen vloggers are influencers who look like a trusted friend or neighbour and are known to broadcast their daily lives and interests online to tens of thousands of followers. Since internet fame is the ultimate status symbol for teens, we decided to reach them in this space – free from parents, teachers, and the judgment of out-of-touch adults.
While vloggers have built up their fame by cultivating a personal brand through years of daily interaction with their fanbases, impatient teens of today would rather look for shortcuts to attain their fame than spend the gruelling hours to build it.
Introducing Coca-Cola’s Next Big Vlogger – The Greatest Talent Show for Teens, broadcasted exclusively online.
Coca-Cola partnered with Romania’s top seven most influential vloggers to create the Next Big Vlogger, a national promotion turned country-wide talent show with a coveted prize like no other: Internet Fame!
Our Next Big Vlogger campaign would give teens the immediacy they sought: the chance to skip the years of groundwork, providing the platform and scope to show off their talent in front of their peers.
For the vloggers, the campaign was a chance to guide a new generation of “famous” Romanians, offering insights into best practices and coaching them through the competition with empathy and insight that only a well-established vlogger can provide.
The campaign would speak to the established vloggers as much as to the next generation, positioning Coca-Cola as a brand that truly understands the vlogger’s mission, work, values, and their authentic connections with their audience. The campaign would also inspire aspiring vloggers to approach the competition with spirit and energy while showing them that the future they seek is not as far off as it seems.
By featuring the top seven vloggers on Coca-Cola cans across the country, we would reach a wide audience with not only each vlogger’s profile, but also help introduce the concept of vlogging to those who don’t have their finger on the pulse of this internet sensation.
We rolled out Next Big Vlogger in phases: teasing, sign-up, initial voting, boot camp, final voting, and gala.
We launched the campaign digitally, through out-of-home placements, and by using the Coca-Cola cans as the springboard to audition.
To enter, teens chose one of seven mentors featured on the millions of limited edition Coca-Cola cans and submitted their on-the-can audition video challenge. Teens unleashed their creative power, covering themes from parents, school, music, as well as impersonations of their favorite vloggers.
Thousands entered the competition and 14 lucky finalists made it to the boot camp round. Once there, finalists were split into teams, each mentored by one of the seven vloggers. In true vlogger fashion, challenge topics were related to the finalists’ lives, and included tasks like imagining a day in your life without internet, offer smart and emotional commentary on an online article, create a video of themselves they would not be embarrassed to see in five years, or even finding unique roles for Coca-Cola in their daily lives.
The boot camp culminated in a special Next Big Vlogger Awards Show Gala, streamed live on seven online channels to a fan base of six million Romanian youth – three times more than the highest audience ever recorded by a Romanian talent show! There, the Next Big Vlogger was revealed, achieving their goal of country-wide fame along with their image on millions of Coca-Cola cans across Romania! Eight additional finalists were signed by talent managers as well, further sparking their entertainment careers.
Creative: UM Studios/ McCann Erickson Bucharest/ MRM//McCann