The phase 1 target audience was Kenyans in Kenya who have been suffering.

Phase 2 was to target those Kenyans living abroad and make them feel more secure about their country and let them know that it’s still safe to go home for a visit.

This campaign was designed to empower the people of Kenya to uplift themselves, their communities and their country. We seeded the idea Kenya still being a happy place despite recent events and encouraged the people themselves to become the ambassadors of happiness and to spread positive messages.

Using Facebook’s super specific targeting system we posted certain messages to Kenyans in Kenya, that “it’s ok”. Then we identified Kenyans living abroad and targeted them with other messages suggesting that things aren’t so bad and they shouldn’t be afraid to visit home.

They were invited to join the happiness movement the call-to-action “Share your #kenyanhappiness story”.

It was a 2 phase campaign that all tied back the Coca-Cola positioning of “Open happiness” and their current campaign of “Share a Coke”.

Phase 1 targeted Kenyans living in Kenya over 6 weeks.

Phase 2 began 2 weeks after phase 1 and targeted Kenyans living abroad. (Gill to confirm)

While the campaign was never “adapted” the messaging was different for each phase / target audience.

In a country threatened by the Ebola virus and under frequent terrorist attack, the concept of spreading happiness and positivity could not be more relevant.

This was a phenomenal success.

We had in a reach of 3.9 million, 26.2 million impressions, a click through rate of 2.7 and a purchase intent of 64%. The total percentage of audience reached was 83% and we got an ad recall of 76%.

Facebook’s own creative council rate it as one of the most successful Facebook campaigns ever and Coke Global will be using this campaign as a success case study.

Coca-Cola is the brand that opens happiness. Because of the threat of the Ebola virus in Africa and the recent terrorist attacks around Kenya tourism dropped and along with it the economy. And this usually happy place took a bit of an emotional downturn.

If anyone needed to open happiness it was the people of Kenya.