Coca Cola’s Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company, explains the company’s vision and strategy in the new media landscape in a two part video. Here is Part 1:
Brilliantly executed, the videos show what a company with a good deal of advertising and media dollars can aspire to and how they can formulate a comprehensive plan for engaging customers. But even the rest of us, without those mega media dollars, can adopt some key concepts from this strategy into our own social media interactions.
Here are some key take-aways from Part 1.
- Tell a story that relates to your brand or concept – storytelling engages the reader and helps to develop deeper emotional connections between you (your brand) and your customer
- Encourage dynamic storytelling from customers by engaging in conversations around your stories and the stories of your customers – invite their stories to become a part of yours
- Adopt the “live positively” principle whereby you strive to make each encounter one that has a positive influence – you may not be able to change the world, but you can change the experience of those you interact with
As collaborative and open as the strategy sounds, there is also a great deal of “directing” built into the plan. Should the definition of dynamic storytelling really include the words “systematic” and “coordinated?” Maybe, but customers can and will spontaneously change the direction of the conversation and you need to be able to “go with the flow” without feeling like your grand plan has been hijacked.
Stay tuned for insights from Coca Cola Content 2020 – Part 2.
