Using our Datasets and their relevant hashtags, we created a collection of 350 responses for as many possible "happy situations" we could think of. These responses were in the form of images, gifs and videos. Each response was designed in a way that allowed us to change the name of the recipient on the fly, allowing our social team to respond in real-time.

It's important to note that this campaign did not revolve around people talking to Coca-Cola, but rather people sharing geniune happy moments of happiness with their friends, which we then joined in. By suprising people with Coca-Cola content with their names in it, we generated moments of happiness that were positively associated with the Coke brand.

Data insights

Moments of Happiness go far beyond the expected #happy hashtags. It took some creativity to find as many happy topics as possible.

Innovation

While customised content may not be an innovation, the level of preparedness of the campaign was exemplary. At all times we were fully prepared to react to a moment of happiness.

Our strategy was to link Coke to people's moments of happiness, as well as encourage consumers to make more happiness online.

Using the datasets of happy hashtags generated by our research, our creative team created templates for 350 responses (images, gifs, videos) that could be used to answer all eventualities.

Every day our analytics team would track our list of hashtags, and provide our social team with the details of any matches. Our social team then selected the relevant response and personalised it with the consumer's name. They then sent the message to the consumer, often with a gleeful response.

From the consumer's POV, they had just received a completely customised piece of content from one of the world's biggest brand, encouraging them to stay happy.

We also made special care to involve the top Social personalities in the country, keeping track of their daily posts.

On average, we sent about 100 surprise posts a week, and ran our campaign for the three months leading up to the Coke Bottle's birthday.

Data enhanced consumer experience

At their exact moments of happiness, consumers would receive a suprise personal message from one of the most loved brands in the world.

Data driven behaviour change

People loved the suprise and personalisation, and it encouraged them to continue spreading happiness online.

Business impact

We had a retweet rate of over 70%, which lead to a social exposure of over 22 million. This included interaction from some of the most followed personalities in the country.