Collective Bias, Shopper Events and the Coca-Cola Walmart team received an Effie Award for their #Shareitforward campaign at Walmart. Check out this slideshare presentation to view the results!

1. SHOPPER SOCIAL MEDIA
C O N F I D E N T I A L A N D
Single Retailer Rollout
Gold Winner
Campaign by:

2. SHOPPER SOCIAL MEDIATHE POWER TO INFLUENCE
C O N F I D E N T I A L A N D
Over the past ten years, the carbonated soft drink
category has endured severe competition from categories
like water, energy drinks, tea, and sports drinks. Even
the category leader, Coca-Cola, has been affected.
Millennials and teenagers, so important to sales in this
category, were losing identification with the brand,
and with the category.
While teenagers represent a key advertising target
for Coca-Cola overall, the brand and retailer’s messaging
to Walmart shoppers has historically and consistently
been mom-targeted. With millennial and teen consumers
representing such an important component to both Coca-
Cola and Walmart’s future success, we needed to change
up our messaging and media approach with a game-
changing idea to motivate those consumers to shop for
Coca-Cola products at Walmart.
Our goal was to increase sales of 20-ounce bottles
of Coca-Cola in Walmart; we needed to encourage
shoppers to not only purchase 20-ounce bottles for
themselves, but for friends, family and co-workers.
Brand awareness among teens and millennials was not
the key problem. Converting that awareness to purchase
was the clear challenge.
If we could give the young Millennial shoppers a simple,
easy, and affordable way to make someone’s day while
giving them a moment of discovery, a moment of fame,
and moments worth sharing, we knew we could
significantly grow brand love and brand value for both
Walmart and Coca-Cola.
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3. SHOPPER SOCIAL MEDIATHE POWER TO INFLUENCE
C O N F I D E N T I A L A N D
encouraged to Share It Forward by purchasing 20-ounce,
personalized bottles with their friends, family and co-
workers.
On July 6th, to promote the event, the team focused on a
place where we knew we could connect with Millennials-
social media. Coca-Cola, Walmart and CB hosted a
Twitter party–an hour-long conversation on Twitter to
drive traffic to the in-store event. Sixty-two influencers got
the sharing started by creating fun recipes, games, party
ideas and more. This offered consumers creative ways to
use the personalized bottles.
The social event connected shoppers, Walmart and the
Coca-Cola brand. The result was a Summer of
substantial sales growth and social chatter around Coca-
Cola and Walmart.
On July 6th, Coca-Cola and
Walmart teamed up to give
away over 1 million icy cold
cans of Cokes at over 3,200
Walmart Supercenters during a
live four-hour Share It Forward
event. Shoppers were
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4. SHOPPER SOCIAL MEDIATHE POWER TO INFLUENCE
C O N F I D E N T I A L A N D 4

5. SHOPPER SOCIAL MEDIATHE POWER TO INFLUENCE
C O N F I D E N T I A L A N D
The campaign saw exceptional success by executing
a retailer-specific strategy across a multi-channel
program. The social media component drove event
awareness and facilitated the ongoing sharing of ideas.
The stories created by CB’s network of bloggers served
to effectively reach Millennial shoppers at Walmart via
their native social media channels. The in-store demo
event energized shoppers and Walmart associates.
The incremental, inspiring points of in-store displays
and visuals made it easy for Walmart shoppers to share
Cokes and happiness all summer long.
Walmart’s 20-ounce soft drink sales growth
was DOUBLE the growth experienced by all other large
retailers combined during the four-week program. The
campaign exceeded projected sales lifts derived from
previous international Share-a-Coke executions and
sustained substantial growth for several weeks. By
engaging Millennial consumers through synergistic
online and offline communications, the brand was
successfully elevated within the marketplace.
Social media impact:
Blog page views – 3.4MM vs. 2.3MM benchmark (+48%)
Syndicated Impressions – 28.9MM vs.19.7MM benchmark (+47%)
8,484 pieces of content
10,603 blog page engagements
United States Trending Twitter party: 7,241 tweets; 14.2MM impression
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6. SHOPPER SOCIAL MEDIATHE POWER TO INFLUENCE
C O N F I D E N T I A L A N D
Thank you.
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