VIDEO: The Brand Is Not the Hero According to Coca-Cola

Paid social media and creating content specifically for social channels is helping Coca-Cola generate trust in the brand. But it’s not about pushing a brand message says Tim Goudie, director of social media and sustainability for The Coca-Cola Company, it’s about connecting with consumers and earning that trust through personal connections.

“From a branding point of view, we are after a younger audience and we cannot make the brand the hero in that message,” says Goudie.

“Obviously we need to make the branding very clear, but the central story behind the sustainability is about real people and the impact the Coca-Cola Company has had on those people’s lives in the communities in which they operate. The people are the heroes, but we do need to make that link between the story and Coca-Cola,” he says.

As a result, the brand is finding the more that people are being driven from social media to a Coca-Cola website, the more genuinely interested they are in the content and the longer they are spending there.

Goudie’s key takeaways for delivering the brand message across social media are:

– Paid social media is essential to getting the right story to the right people at the right time.

– Ensure stories are about real people.

– Make sure content is created specifically for social media with mobile in mind.

Learn more by watching the video.