Project Showcase - ANA Educational Foundation · Project Showcase May 2010 . THE “5”’s...
Transcript of Project Showcase - ANA Educational Foundation · Project Showcase May 2010 . THE “5”’s...
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Project Showcase
May 2010
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THE “5”’s
Objectives Strategy
Target
Creative Showcase
Where will you
see it?
Insight
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OBJECTIVES
Connect with Asian-American moms through cultural
traditions
Reignite Coca-Cola’s cultural relevance with Asian-
Americans to build brand love
Drive market share and shopping frequency among Asian
segments
Provide learning lab for both partners to test
hypothesis and validate strategies/tactics that appeal
to the Asian consumer segment
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WE’RE TALKING TO…
Chinese moms (bilingual,
25-49) with kids under 18
All Chinese shoppers, plus
moms from neighboring
Asian countries, and non-
Chinese shoppers
INSIGHT
Asian-American moms are
immersed in American
culture but still strongly
identify with their deeply-
rooted Asian culture
Savvy, health-conscious
and price-conscious
shoppers
Enjoy entertaining their
family and friends during
holiday season
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STRATEGY
Lead brand/pack (Coke 8-pack, Diet Coke, Coke Zero, Sprite)
Geographic market test
Value message/Promotion (value pack + calendar)
In-store messaging
Media coverage, community-PR buzz
Leverage strong emotional connection of holiday celebration,
family togetherness and Coca-Cola
Be culturally relevant in a way that allows
mom to tie in her Asian traditions
and modern everyday life
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Call for Asian Art
Joint Public
Relations
COUCH TO SHELF: PROGRAM ELEMENTS
Frequency
Coupons
In-Store
Messaging
Exclusive
Asian Artist
Calendar
4
7 6
2 3 1
Community
Reception Event
Calendar Launch
5
Social Media
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Calendar
CREATIVE
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CREATIVE In-Store Merchandising
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Community Reception
Hosted at Asian-American owned art gallery in SF
200+ guests including press and community leaders
Corporate representatives from Coca-Cola and Target present
Artists present
COMMUNITY RELATIONS
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Media Coverage
16 media hits
201,046,683 gross impressions
PUBLIC RELATIONS Online
Broadcast Newspaper
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214 fans
22 comments and user interactions
640 unique page views
LNY Calendar
SOCIAL MEDIA
@lnyartwork
1,426 combined followers
Listed 37 times
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RESULTS
180% volume increase
27% swing in competitor
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