How Coca-Cola combined social media and sustainability

Stephen Whiteside

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 the efficiency of its retooled sustainability efforts on social, he drilled down into the average price his team had paid to reach 1,000 consumers – a figure coming in at just over $5, versus $24.76 for primetime television.