COCA-COLA

Challenge

For high-profile events and even more high-profile brands, it’s more important than ever to have a plan for what you’re going to say
and how you’re going to say it.

Solution

A labor of love born from talents spanning Content, Strategy, Data, Tech, and Creative, the “Empathy Model” is a proprietary
technology that uses social listening to turn user and media-generated content into data points such as joy, anger, and pride and
uses those learnings to inform the conversation and creative. I had the privilege of leading a cross-agency team on the first-ever deployment of the
Empathy Model as part of Coca Coca-Cola’s first-ever dedicated social team.

RESULTS

First time jitters weren’t a problem as the team came together and developed an impressive library of social-first content, including video,
GIFs, Instagram filters, paid and organic posts for the Olympics, FIFA, and other culturally trending moments. Coca-Cola was rewarded with
significant upticks in brand sentiment and user engagement. How refreshing!

ROLES & CONTRIBUTIONS

Creative Direction; Creative Strategy; Social Media Team Management