Headline:

“Taillight helps drive Coca-Cola Sales at Walmart

Coca-Cola is seeing sales at Walmart increase from the power of country music through engaging artist content.”

Challenge:

Coca-Cola wanted to build off the marketing success of their Share a Coke campaign to drive millennials to buy more single-serve beverages from a mass retailer like Walmart, rather than the convenience stores where they usually pick them up.  But what kind of content would best reach shoppers on social media?

Solution: 

Building off positive data that found millennial country audiences were engaged Walmart shoppers, we created a two-year, multi-channel campaign featuring 20 of their favorite country artists. By showcasing those artists on social media, they built an affinity for Walmart, which increased store traffic and drove sales. And of course, the content was delivered where millennials spend their time—on social media!

Boomerangs, Instagram stories, Snapchat content and more.

Campaign in action:

• Exclusive 360-degree acoustic performance by breakout artist Kelsea Ballerini of her Number One smash Peter Pan. The only way to access the video was to visit Walmart and scan a first-of-its-kind display filled with 20-ounce Coca-Cola products.  

• Targeted social media ads that pushed content from Coke’s Share a Coke and Song campaign. The content featured over 20 country artists sharing stories about their favorite song lyrics- the same ones found on Coke bottles. Fans were asked to do the same with the hashtag #togethermusic.

• Snackable videos for social from a private tailgate where Jake Owen shared game day tailgate stories featuring Coca-Cola, Coke Zero and Powerade.

• Behind the scenes access to Lauren Alaina’s music video and workout routine. Lauren talked about staying hydrated with Dasani from Walmart.  

• Charitable Campaign Promotion with content featuring Lauren Alaina, Cassadee Pope and American Idol’s Craig Wayne Boyd.  These artists asked fans to support Coca-Cola’s Layer On Love campaign by donating $5 via text message.

Benefits:

Coca-Cola at Walmart's relationship was a multi-year commitment for Taillight. We closely managed these artist-driven campaigns. We secured the talent, directed, and produced the content. We engineered the strategy that drove engagement. We doubled down on what fans reacted to and optimized across multiple social platforms. Artists shared the content on their socials and we partnered with leading publishers who cover the country music lifestyle to expand the reach.

Results:

• 1.8% Sales Lift for Coca Cola products at Walmart during the program.

• 122 MILLON Impressions

• 153,000 Engagements

• 20 Country Artist Influencers

• Over 100 pieces of content and spots