How Coca-Cola combined social media and sustainability

This event report outlines how Coca-Cola, the soft drinks giant, made highly effective use of social media to champion its sustainability efforts.

How Coca-Cola combined social media and sustainability

Stephen WhitesideWarc

Two years ago, the marketers responsible for spreading the word about The Coca-Cola Co.'s sustainability programs began investigating why their content was not connecting with shoppers.

And according to Tim Goudie – who was named as the Atlanta-based organisation's social-media director/sustainability in April 2013 – the results of 11 campaigns run last year demonstrated how the strategic use of paid-for ads on sites like Facebook and YouTube could turn a $400,000 budget into over 60 million impressions for its content about corporate social responsibility.

By way of additional proof supporting...

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