Cannes Lions

Coke Studio 8

DIGITZ, Karachi / COCA-COLA / 2016

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Case Film
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Overview

Entries

Credits

Overview

Description

Over the years Pakistani youth have developed two main passions, Music and Cricket. Coke, in the past 8 years has developed a signature music platform to cater to this passion. Coke Studio is a boundary blurring, fusion of music, cultures and languages.

The asset – which started in Pakistan – has now been exported to several other countries and has continued to create great content.

Other brands followed the concept to create different music platforms such as Nescafe Basement by Nestle and Pepsi Smash, which have had great executions. However, the popularity of Coke Studio has been unmatched.

We have defined and refined the success criteria for Coke Studio over the years. The focus is to build strong association with music, encourage and enhance conversations around the asset, and engage with the audience through their journey.

Execution

To activate social conversations and spark curiosity, a season promo called ‘Sohni Dharti’ was released pre-launch, on August 4th. Similarly, an episode promo was released before each episode. These promos were heavily amplified through all of Coke Studio’s social media assets & content seeders.

The songs & their BTS video were launched in a coordinated fashion to maximize viewership. The digital mediums also featured exclusive photography & artist profiles, while Twitter saw the continuation of #CSLiveChat.

We deployed a strong Digital Outreach and Influencer strategy, by identifying key celebrities, bloggers, Twitterati by sending them Coke Studio 8 merchandise to build hype and create opinions on social platforms.

To leverage the growing smartphone penetration, CS launched its iOS application and updated the Android one. Ringback tones comprising Coke Studio 8 content were also made available.

Platforms Deployed: Facebook, Google, Twitter, Vimeo, YouTube, Dailymotion, SoundCloud, Line Messenger, iOS, Android, Instagram, Web, SMS.

Outcome

•CS8 ACHIEVED ITS TARGET OF 50 MILLION VIEWS EVEN BEFORE THE RELEASE OF THE LAST EPISODE, AND HAS NOW CROSSED 80MN+.

•TAJDAR-E-HARAM WAS THE MOST SUCCESSFUL SONG IN CS HISTORY, WITH A TOTAL OF 20MN+ VIEWS IN LESS THAN 5 MONTHS.

•THE CS APP ACHIEVED A 4.3 RATING, MORE THAN SAAVN AND HUNGAMA.

•THE COLOSSAL ONLINE EXECUTIONAL EFFORT TOUCHED PEOPLE IN 150 COUNTRIES DIGITALLY (78% OF THE WORLD)

•TOTAL VIEWS & PLAYS: 100 MILLION +

•Facebook Fan Increase: 948,931 (21% Increase)

•Facebook Total Reach: 397,880,080 (234.64% Increase)

•Likes: 2,955,166 (1,010% Increase)

•Twitter Followers: 90,786 (27.9% Increase)

•Website Views: 5,740,427 (17.2% Increase)

•Total Video Views: 84,246,118 (282.9% Increase) [across all platforms]

•Facebook Video Views: 40,822,060 (308% Increase)

•SoundCloud Plays: 28,946,369 (374.5% Increase)

•SoundCloud Followers: 80,645 (188.02% Increase)

•Line Messenger Followers: 347,210 (177% Increase)

•Direct Downloads (website): 566,779 (13.5% Increase)

•67.3 Million Impressions from CS Live Chat on Twitter (132.1% Increase)

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