Our idea for spreading the #ShareaKiss message was to create a digital chain mechanism of sharing kisses using a limited edition of the bottle (names on labels) and social media as a communication platform.

However, a simple gesture such as a kiss brings a lot of deep emotions, which are not easy to express, especially among teenagers. Moreover we expected them to share this ‘kiss’ content (videos or photos) in their private zone such as FB Timeline, making it public for friends or complete strangers, who could easily judge them. What can be worse for a teenager than openly revealing feelings and being mocked? That is why we decided to focus on the fun elements in building a chain massage.

The first step was the Coca-Cola Challenge (3 weeks). The task was to create video content, in which an influencer ‘gives a kiss’, which meant challenges for at least three other influencers. Consequently influencers who got a kiss, nominated another three people. Moreover, influencers encouraged their fans to accept the Challenge, by sharing the same kind of video with hashtag #ShareaKiss. This activity intended to create a natural chain of passing positive emotions through kisses. By involving influencers we created an effective, self-perpetuating way of spreading the campaign in social media.

The cherry on the top was a professional video (aired from July), that described and explained the story of sharing kisses in a non-formal, teenage way. Natural story, spontaneous scenario, award-winning director and influencers starring made it the most popular commercial video of July on YouTube.

There were more than 9000 teens who joined the contest and created #ShareaKiss videos or photos. They passed the idea on to their friends, that resulted in a chain with at least 5 steps of sharing kisses (impossible to track further) and 25000 uses of #ShareaKiss hashtag.

Influencers content generated over 17 million views, and we reached almost all teens from TG! Moreover, 8 of the videos were TOP on YouTube in July with 0.5 million of likes.

The final video became a true YouTube hit in Poland. It generated 3,8 million views, which makes it the most popular YT commercial video in July, second most popular commercial on YT in the whole 2015, and no. 10 on YT Rewind Poland.

Enormous engagement affected brand results: +13% in volume of sales, +14% in brand love among 12-15TG, +11% among 12-15TG and the action engaged 1/3 of people exposed to it.