Coca-Cola's Secret to Storytelling

Coca-Cola applies the “water cooler test” to determine whether blog, photo and video content is compelling.

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Coca-Cola recently redesigned its website for the “Coca-Cola Journey” campaign. The company’s digital communications and social media manager, Ashley Callahan, explained how to create compelling content and track the results in this video presentation sponsored by

Coca-Cola grew its social media channels by 100 percent beginning with the relaunch of its website in an editorial magazine format. According to the company’s metrics, its audiences are most interested in food, company history and jobs. Success metrics include website visitors, sharing and media coverage of the “Coca-Cola Journey” stories.

The campaign’s content generated 2,400 page views.



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