COCA-COLA
#RefreshTheFeed
As an antidote to the negativity of the internet, Coke went dark, took pause, and came back with a POV not trending often enough: positivity
We created “Kindness Starts With,” a social-first campaign that made the internet a kinder place to scroll in very divisive times. It began with a tease that deleted or archived all previous (and fragmented) Coke content. Then re-launched on #WorldKindnessDay with a celebration of optimism that saw 5 artist-influencers create 99 new pieces of content, also taking over the company’s Times Square board. Engagement was awesome, connecting with a younger, more diverse audience, and increasing positive sentiment for the brand 30%.
