Coca-Cola woos Kiwi YouTube stars
Jamie Curry has creative freedom.
Coca-Cola is redoubling its efforts to target millennials by partnering with prominent Kiwi YouTube personalities.
Jamie Curry (aka Jamie’s World), Sally Hickey (peachyteaful) and Benny Osborne (bennymcnugget) are creating content for the soft drink giant’s campaign, “Colour your summer.”
Ms Curry, who has 1.2 million YouTube subscribers and over 10 million Facebook likes, has already made her contribution with a mysterious treasure hunt in Sydney.
The quirky teenager was flown to Sydney, courtesy of Coca-Cola Australia, and tasked with travelling around the city hunting for different coloured Coke cans with just a few clues.
Coca-Cola’s PR agency in Sydney, Adhesive PR, contacted Ms Currie’s talent manager for the campaign.
Coca-Cola Australia PR manager Sarah Kelly says the YouTube superstar is a good fit for the campaign because she appeals to the millennial market.
At press time the video, “I went to Sydney for a Coke?” has over 338,000 views with very few dislikes.
Ms Kelly says it’s essential YouTube personalities be given creative freedom for their videos.
“To be able to tap into their audience and do that in a creative way we needed them to use their own tone of voice,” she says. “It’s not just about the eyeballs but the credibility it will deliver the campaign.”
She says this is the first time the brand has partnered with YouTube stars in Australia and New Zealand.
Coca-Cola’s Share a Coke is another campaign that targeted millennials. Labels of 250 most popular first names for teens were slapped on the bottles.
The company says the 12-week campaign in the US resulted in a 2% jump in sales after 11 years of falling soft drink volumes.
Campbell Gibson for NBR Food Industry Week
Fri, 12 Dec 2014
Fri, 12 Dec 2014
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Coca-Cola woos Kiwi YouTube stars
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