1. BOXES OF HAPPINESS
for Coca-Cola SG & MY
“When fishing for happiness, catch and release.” - Shimon Edelman

2. #The Idea
Coca-Cola’s “Open Happiness” campaign has delighted
the world over since 2009. This year, let’s reward fans
of Coke in Singapore and Malaysia with the
opportunity to unleash happiness onto others, via a
Twitter hashtag that will allow @cokesingapore to send
surprise gift boxes on behalf of their Twitter followers.
Great for secret admirers or for people who simply
want to thank those that have made them happy.

3. • People: 18-24 year-olds in Singapore and Malaysia
• Objective: Toincrease brand share of voice. To get
people talking about Coca-Cola as an entity, not
just as a mid-day pick-me-up.
• Tools:
Twitter. Facebook and Instagram are
secondary.

4. How It Works
• Introduce followers of @cokesingapore to the hashtag #makesyouhappy
• Followers will be instructed to tweet something that will make a secret recipient happy, with the hashtag #makeyouhappy (or
#makesyouhappy) to @cokesingapore. People will be required to follow @cokesingapore to participate.
• Using HootSuite, Coca-Cola’s social media team will select Tweeters and DM them to ask for the mailing address of their secret
recipient. Coca-Cola will then send the recipients a parcel containing whatever it is that their benefactor specified in his/her tweet.
• Boxes will be labeled “Open Happiness,” in big red letters, as per the brand slogan. The parcel will contain a Coca-Cola product in
addition to the gift. Gifts can range from anything to a book, to food, to a plane ticket, or to vouchers for speed-dating.
• Benefactors can choose whether to reveal themselves or to remain anonymous. They will also be given the option to include a
personalized message in the package. Recipients must be located in Singapore or Malaysia.
• Recipients will be given a friendly reminder to Tweet, Facebook, Tumble, Instagram, or Pin a photo of their gift

5. Why?
• Toincrease brand share of voice among 18-24 year-olds.
Thousands of people tweeting to @cokesingapore will
certainly boost awareness of the brand.
• Feel-good and gift-giving campaigns have traditionally done
well; ours not only matches the Coke slogan, it allows
followers to feel good about themselves while making
others happy. Appeal to the romantics in young people.

6. Reaching our target demographic
• Rewarding existing fans/followers, and thus deepen their connection to the brand, while
encouraging them to get their friends involved.
• Recognition = fan retention. RT the gifts from those who choose not to remain anonymous.
• Campaign will evoke emotions of generosity/sentimentality (think “It Gets Better” and Google
Search ads)
• Campaign gives participants a chance to be creators
• Campaign uses pre-existing tools. That age group hates signing up for new stuff.
• Oblique campaign; not so in-your-face

7. In Summation
• Concept: Turn @cokesingapore followers into secret givers of
personalized “Open Happiness” gift boxes
• Strategy: Spread #makeyouhappy hashtag, acquire Twitter fame
as followers spread the news
• Plan: Purely social/grassroots tactics. Grow community on
Twitter and publicize on official Coca-Cola Facebook.
• Tactics: Email and Twitter outreach to influencers, channel on
website with testimonials to spark conversation, organic growth
on Twitter. Launch a microsite with photos and descriptions of
gifts received.

8. DURATION
• 125 days -- roughly 4 months. Sentimental value.
• Launch microsite after first month. Open voting for best story.
Winners’ photos of box contents becomes Timeline banner for a
week at a time.

9. What We Have to Work With

10. • 1,552 Followers
• Searchesfor “Coke Singapore” usually yield
drunken tweets about downing whiskey Cokes with
Singapore Slings.

11. What are people talking about?
• Coke as a product
• This: http://fallingdominoes.com/
• Recycle Happiness Machine*
• Artsy Flickr photos
• Coke’s NFC ad campaign in SG
Coke
Coca-Cola

12. No Facebook specific
to SG and MY
Global Facebook
shares updates on
Coke’s doings around
the world*

13. November: Coca-Cola named Marketer of the Year by
AdAge
January spike due to scandal on Coca-Cola Safety
Top searches: coke singapore, coke can, coca cola, diet coke, coke zero,
Coca-Cola Singapore coke studio, pepsi
Coke Singapore
Search term: coca cola singapore

14. Coke (blue) vs. Pepsi (red)
Numbers are middling, but we’re still above
our competitor. We’re more ubiquitous, so we
can pull this off.

15. Involving Influencers
• Ideally, a campaign would thrive on its own over the medium it
was designed for: Twitter. But to give it an extra boost, we can ask
influencers to reward one of their own blog or Twitter followers
with the chance to win an “Open Happiness” box. Ask readers to
follow @cokesingapore on Twitter and then comment on blog
entry with request -- then the blogger will select one comment
and we will gift that person with an “Open Happiness” box on the
blogger’s behalf. This will add activity to their own websites while
promoting our campaign.
• Incentive: We will send the blogger a surprise box of stuff based
on the content of his/her website.

16. Other influencers/options to consider:
• Traveler Folio: We can reward one of Eunice’s readers with a free trip to their location of choice.
(Daily pageviews: 4,382; Klout Score: 61; Twitter followers: 3000+)
• Bong Qiu Qiu: Reward one of her readers with items of their choice. (Daily PVs: 5,214; Klout Score
51; followers 16k)

17. Influencers
• Mr. Brown: He participated in the McD’s “Make It
Better” social media campaign, designed to
promote Singapore’s 46th National Day.

18. Similar Campaigns (and How They Fared)
• @EdgeShaveZone randomly chose people on Twitter to receive
surprising acts of kindness. In 3 months, gained 1500 followers.
#soirritating hashtag used 6800 times. Enlisted @someecards to
design cartoons promoting the campaign.
• Kotex Israel used Pinterest to send 50 women personalized gifts
based on their boards. 99% of the women repinned or
Facebooked their present. Kotex, in turn, received extensive
coverage. Total potential impressions is about 700,000.

19. Measuring Our Campaign
• Number of new Twitter followers (Need an
increase of 1500. Ideal would be 12,500 total.)
• Number of tweets generated (McDonald’s had
1,000 tweets w/in an hour of their #makeitbetter
campaign - let’s aim for a start of 500, 1/3 of our
current followers)
• Earned coverage from idea/marketing blogs

20. Desired Result
• To double Twitter followers (gain of around 1500)
• For the #makeyouhappy hashtag to get on
Singapore and Malaysia trending topics
• Turn fans into Brand Ambassadors
• Coverage across the board: eConsultancy,
Mashable, PFSK