My first project at Wieden+Kennedy was to “create Coca-Cola’s social presence.” With our powers combined and a lot of free caffeinated soda, Tara, Josie, Zack and myself created a cohesive tonal rebrand across all of Coke’s social platforms. In addition to developing the launch ideas, I designed the tumblr theme and developed the overall visual feel of social posts.
To kick off Coca-Cola’s instagram, we created a contest called “Double Tap to Unwrap”. Each morning we would post an image of a wrapped present. In order for the present to be unwrapped and gifted to a follower, that image had to reach a certain number of likes. As the presents got cooler, the number of likes required grew. Over the course of 4 days, Coke went from 0 to 25,000 followers.
Over the course of working on Coke social, we did a number of other campaigns. For “Happiness Delivery”, we asked users to submit their ideal way to receive a Coke. We then took their responses and turned them into adorable little illustrations. And then there is my personal favorite (due to the sheer absurdity of it), “Ode to Other Animals”, where we recognized that cats were getting too much damn attention on the internet and other little critters deserved some love.