Objectives

•Create an innovative digital hub for the company’s global corporate communications

•Be a leader in the evolution of corporate communications; pioneer the role of content publisher, not content pusher

•Drive consumer engagement, participation and conversation

Challenges

•Securing internal, global buy-in and participation in renewing the digital business model; changing the way employees thought about, used and shared information

•Implementing a major company-wide digital asset and strategy well beyond anything previously attempted

•Reinventing company engagement with the digital world, beyond the bounds of traditional corporate communications

Extensive research, as well as corporate soul searching, brought the small, but nimble internal team to the conclusion that Coca-Cola Journey should be designed to function as a visually compelling, engagement-driven, digital magazine rooted in original, curated stories. The team sought a design that supported ongoing dialogue between the company and the public through vibrant visuals, content, engagement opportunities and social sharing. With this in mind, Coca-Cola stepped outside of the box to partner with two agencies that specialized in developing and designing true media publishing platforms, giving the agencies their first opportunity to create a corporate website.

The launch of Coca-Cola Journey received significant media coverage from notable publications including The New York Times, Ad Age, Financial Times, The Atlanta Journal-Constitution, Brand Channel and PR Daily.

• Key Stats

- 200 million+ press impressions, and 300+ news stories worldwide

- 17,667 social shares to date

- 4,703 on-site comments to date

- 4.7 million visitors since launch

- 1.1 million visitors each month

- 11.9 million pages of content viewed to date

- Visitors come from more than 200 countries