To pilot a different approach for launching a Coca-Cola Creations product, Coca-Cola was tasked with creating a product innovation that implemented and proved a social-only method for launching a Creations. The brief was to develop a limited edition product offering and creative concept that would test social-selling, while making an impact in culture. The campaign included key objectives:

- Generate excitement and anticipation among consumers by inviting them to spread moments of kindness and joy with Coca-Cola Creations Happy Tears

- Drive brand engagement and conversation by leveraging the novelty and intrigue surrounding the limited quantities of Coca-Cola Creations Happy Tears

- Leverage a social-only model for launching and selling Coca-Cola Creations

The creative idea for Coca-Cola Creations Happy Tears was crafted to pilot a new approach for launching a Creations product and inspired by cultural truths that Gen Z is consistently looking for moments of solace and joy. Through the understanding of Gen Z media consumption habits, Coca-Cola created an exclusive social-first experience on TikTok that celebrated moments of kindness and partnered with TikTok influencers with engaged audiences and passionate and empathetic voices. Coca-Cola created authentic connections with users, partnered with creators and fostered a sense of positivity and uplift, while still providing direct calls-to-action to purchase at each touchpoint.

Understanding the cultural and consumer insights around Gen z needs and media landscape, Coca-Cola created a social strategy that prioritized social commerce and influence, leveraging data and insights to determine key execution tactics. The research informed the decision to launch exclusively on TikTok Shops in two markets and lean on influencer partners to amplify reach and co-create real life moments of positivity and kindness around Coca-Cola Creations Happy Tears. Our TikTok Community Effect offered influencers and users an additional touchpoint to create content prompted by interactive kindness acts generator. Leveraging an approach that leaned on influencer partners, demonstrates Coca-Cola's understanding of the importance of welcoming co-creators and fostering engagement through tactics that encourage UGC.

The campaign roll-out for Coca-Cola Creations Happy Tears had three key moments: Tease, Hype and Launch across a 10-day time span, each phase was social and influence-first as a TikTok exclusive product launch. The Coca-Cola brand TikTok channel was leveraged organically across the three phases. For Hype and Launch, Coca-Cola partnered with 14 influencers in our two key markets, US and UK to create 28 pieces of content. The first content tease went live organically on the brand TikTok channel 10-days prior to launch day. Next, the 14 influencer partners went live 5-days following the brand channel tease, inspiring kindness and driving awareness through the Happy Tears TikTok Effect and gifting Happy Tears hype kits to their loved ones. On launch day, each piece of content included a direct link to the TikTok Shop. To further increase reach, we included paid support on 11 pieces of influencer content.

On 'Random Acts of Kindness Day', February 17th, 2024, Coca-Cola made history as the first food & beverage brand to launch a product exclusively on TikTok Shop. The 'Happy Tears' hype kit was exclusively available on TikTok Shop for just over 24 hours before selling out of the 7,500 units in the US and UK. Happy Tears generated 371 Earned Media Placements and over 2.3Bn Earned Media Impressions. The influencer content received high engagement and performed 1.3x higher than benchmark, with paid influencer content responsible for 23% of units sold. Our Community Effect was also a hit, receiving 2.2M organic views and performed in the Top 5% of TikTok effects.