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    Coca-Cola Reboots Social Media Network with #RefreshtheFeed


    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.
    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    Coke’s prior posts have been archived.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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