Coca Cola Ahh campaign

1. Ahh campaign…
Presentation by Varun Nigam

2. About six months ago, Coca-Cola embarked on its
first all-digital campaign
• Coke appears happy with the results
• Some 4 million consumers have visited the 40 websites affiliated with
the effort, staying for an average of 2-plus minutes each
• About half the traffic has been organic, meaning the target — in this
case, a teen — has shared the media with a friend

3. • The objective was engagement
• We got teens going from one site to the next once they go in
• there is surprisingly a lot of desktop
Jennifer Healan, group director of integrated marketing
communications for Coca-Cola

4. Ahh.com, ahhh.com, ahhhh.com ... And so on
• The Ahh Effect, officially launched in April
• The URLs grow longer and longer throughout the campaign
• So far, 40 "experiences" are available out of an eventual total of 61
• The most popular experience was the video
http://www.ahhhhhhhhhhhhhhhhhhhhh.com/ featuring YouTube
phenomenon Kurt Hugo Schneider, which each visitor watched an
average of two times, boosting that "time spent" metric

5. No traditional media
supported the
campaign except
for a call-out on some
Coca-Cola packaging

6. In comparison, the brand brought 9 million visitors to a
dedicated website in connection with its 2012 Super Bowl
campaign and visitors spent an average
of 28 minutes on the site.

7. Coke could easily reach 4 million teens with a
TV buy, but at best, the brand would get 30
seconds of their attention. The Ahh Effect gives
it four times as much and achieved that Holy
Grail of 2013 marketing: engagement.

8. Meg Haley, the brand manager for Coca-Cola
“This is one of our most-researched campaigns”
"So far, what we're hearing is for those that might not have been frequent
Drinkers there's a shift in preference. It's cool, it's relevant. The campaign
lends itself to purchase intent."

9. Ahh.com

10. Ahhh.com

11. Ahhhh.com

12. Thank You