We knew that teens get vital energy from expressing what they feel to their groups, via posts, texts, fun videos, emoticons, GIFs, memes and especially, chat stickers. Those messaging tools liberate them from getting stuck with texts. They have become a universal language that connects teens with each other. In fact, there are 78% of our teens using smartphones, with mobile messaging making up 65% of their usage.
Building brand advocacy to influence teens was the strategy this time. While using an expensive teen idol with expensive media package (with PR, social media, and countless events) seems to be the market’s norm, we decided to make teens and themselves the advocates for Coke.
Inspired by emoticons, a symbol of expression used in all common messenger apps, we created a movement called “SAY IT WITH A COKE - EmotiCokes to express what you feel”. Via Zalo mobile messenger, we made Coke’s new Emoticans the hottest sticker design of summer 2015. During summer, mobile messaging usage among teens peaks as more redundant time comes.
Led by the launch of new can designs, we engaged our target teen drinkers in a deep 360-degree connection with 3 phases:
In the first phase, we excited consumers by introducing Emoticoke by 3 sticker sets on Zalo as a unique fun way to chat with friends. It quickly became their favourite.
Continued with that success, in the 2nd phase, we surprised teens with “emoticon lyric”, knowing that music is the 2nd most shared items among teen groups. To reach more teen users online, via Zing News, Bao Moi, Zing TV, we created a series of customized ads with different messages with different emoticons. They could even use Emoticokes to comment on their favorite content.
In the last phase, once again, we brought teens surprise by letting them create their own Emoticoke chat stickers, with their own photos. This is the first time this new technology was introduced in Vietnam. Users only need to take a “selfie” and pick a template among 30 choices of cute GIF emoticon sticker designs, and make a unique sticker that represents themselves. The personalized emoticon stickers quickly take over Zalo messenger network and Facebook for the last two weeks of the campaign.
The results blew our mind.