For the last decade, the WOMMY Awards (established by the Word of Mouth Marketing Association) have been considered one of the top industry awards for word of mouth and social media marketing. Each year, these awards “recognize the most innovative, inspiring and impactful marketing campaigns from across the globe. The Awards attract and acknowledge the best-in-class brands and agencies whose campaigns have captivated, engaged and influenced customers and consumers worldwide.”
So, what do you get when you combine a major soda brand, a need to reach Millennials and a wholly unique influencer marketing campaign? The perfect candidate for a WOMMY Award. Coca-Cola and Collective Bias received a WOMMY in the “Influencer Marketing” category at the recent 10th annual WOMMY Awards.
Coca-Cola, Walmart and Collective Bias 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 encouraged to share it forward by purchasing 20-ounce, personalized bottles with their friends, family and co-workers.
To promote the event, Coca-Cola turned to Collective Bias to connect with the target demographic – Millennials. Collective Bias hosted a Coke-branded 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 gave 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.