Coca-Cola is embarking a mission to become the most
optimistic brand on social media with a complete revamp of its Facebook,
Twitter and Instagram presence. #RefreshtheFeed marks the launch of a new
social strategy for the brand rooted in optimism, uplift and connection.
Today, which happens to be World Kindness Day, Coca-Cola is
rebooting all of its accounts as part of social media repositioning. The move
not only aims to create a more unified voice and point of view for the
accounts, but also to put a little bit more optimism out in the world,
especially on the internet.
“This is a really great moment in time for us to reset,
holistically, our social strategy on the Coke brand handles,” Sarah Traverso,
group director, Social Center at Coca-Cola, said. “World Kindness Day feels
like such an appropriate day and moment to kick off messages of positivity, but
also when you look at Coke and what Coke stands for, Coke really is a brand
about optimism, uplift and wants to bring people together in moments of
connection.”
To spark intrigue and anticipation in advance of World
Kindness Day, the brand’s feeds went “dark” on Friday and stayed that way until
today.
We’re celebrating #WorldKindnessDay by spreading a little love and positivity. ❤️️ #RefreshTheFeed pic.twitter.com/aneTjuLOQg— Coca-Cola (@CocaCola) November 13, 2018
The refresh is designed to present a more cohesive voice and
visual language for Coca-Cola, which reaches 500,000 fans organically every day
across its social platforms. The images are all graphical in nature and
predominantly feature the brand’s core colors of red and white.
“We took a step back and looked at content across our
platforms and realized that while we’re proud of this work, it didn’t feel like
it was coming from one cohesive point of view,” Traverso said. “We felt like it
was a great opportunity, on World Kindness Day, to literally and figuratively
‘refresh our feed’ and take our platforms back to where the brand thrives. This
is meant to be a visual punctuation… a clear shift.”
Coke’s prior posts have been archived. Older creative that
connects to the brand’s new social strategy may resurface in the future, she said.
While the brand can bring back all of its Instagram posts,
you won’t see all of those previous images and videos coming back. Traverso
noted that Coca-Cola will only bring back about 50 percent of its previous
Instagram posts because they don’t “fit with the strategy of where we are
headed” .
Coca-Cola’s Social Center worked on the relaunch of the social
accounts. Created in 2016, the Social Center is the brand’s in-house team that
handles social media for 10 of Coke’s largest brands in North America. “We
really do everything, from content strategy to creative to content capture,
community management, listening and analytics as well as media buying,”
Traverso said.
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