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...