Coca-Cola sought to synthesize their global sustainability communications into a unified message that would allow the brand to speak with a consistent voice around the world, and to support that message with social media training in sustainability storytelling.
Competing sustainability campaigns had a strong foothold in different regions making it difficult to align messaging and to allow for cultural specificity at the same time. Plus, the company deserved greater credit for its sustainability initiatives and leadership.
We First provided a strategic solution for singular sustainability messaging and collaborated on creating an online Sustainability Social Media Playbook that laid out best practices for their global marketing teams.
We First defined a singular global sustainability positioning, created an internal video to align employees in different regions around this singular message, and created an external-facing video to share the company’s sustainability position around the world. The Sustainability Social Media Playbook dramatically increased consumer engagement and brand sentiment around the globe as domestic and regional marketing teams leveraged social media to increase engagement and build the brand’s reputation.