Social Scanner: Coca-Cola’s user generated ad

Social media news marketers must have

Coca-Cola’s user generated ad

For its latest ad, Coca-Cola tapped the power of the crowd. Throughout the spring, it collected video clips of young consumers showing what it feels like when they take a sip of Coke – the “AHH” moments, as the brand calls it.

After collecting more than 400 submissions via the #ThisIsAhh hashtag on Instagram, Vine, Twitter, Facebook or Tumblr, the brand’s agency, Wieden + Kennedy, selected 40 and cut them into a 30-second TV spot that debuted during the season finale of American Idol.

The ad is part of the brand’s first all-digital campaign, a longstanding effort under the “Ahh” umbrella that targets teens. The campaign initially launched in April 2013, and its microsite, Ahh.com, received over 4 million views in six months.

This isn’t the first time consumer-generated content from social media has made its way to television. Last fall Trident tapped popular Vine users to create super-short vids that were turned into a TV spot that aired on Fuse. Dunkin Donuts similarly put one of its Vines on TV, though it chose a brand-created vine rather than one created by a consumer or a social media influencer.

Twitter’s best for brand love

Consumers have more love for brands on Twitter than other social networks, according to a new study by the social media consultancy firm Converseon. The study found that more than half (55%) of conversations about the 20 leading global brands considered were positive. Another 25% were neutral, leaving just 20% negative. By comparison, 49% of conversations about those same brands on Facebook were positive (versus 20% negative) and 53% were positive on Google+ (versus 18% negative).

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The Numbers

Digiday has crunched the numbers on the cost – and opportunity – of engaging Vine and Instagram stars. Here’s a look at what it costs to work with influencer  on the platforms and the results they can deliver.

$10,000

Cost for a popular Instagrammer like Anastasia Ashley (468,843 followers) to post a brand-related photo

$75

Cost for less-coveted Instagrammers, like Christine Hsu (170,295 followers), to post a brand-related photo

10%

Amount InstaBrand, a company that facilitates deals between brands and influencers, takes from each transaction

1,000

Instagram influencers represented by Cycle, a division of the social media agency Laundry Service that also brokers brand / influencer deals

13,000

Average number of engagements (likes, comments) on a post by Kyle Kuiper, a popular Instagrammer who often works with brands

Media Articles

A revisionist’s recent history of TV and internet advertising (Column)

Traditional TV has done a poor job of defending itself against false perceptions that ad spend is shifting dramatically. The danger is these perceptions can lead marketers to invest against that change, making it a reality

Digital magazine readership on the rise: PMB

Digital readership increases by more than 50% in the past year

Nearly half of Canadians read a newspaper each week: NADbank

Digital-only readership is just 11%, but growing among younger demographics

CTV/CMA announce judges for Super Bowl ad challenge

Winning ad will air during CTV’s Feb. 1 telecast of Super Bowl XLIX

TSN unveils online store

New venture isn’t intended to compete with established online merchants, but round out the online experience for TSN.ca users

Shomi announces new content deal with Warner Bros

Includes popular library titles like Veronica Mars, as well as several Kubrick films

Facebook revenue soars thanks to boost in mobile ads

Social media site succeeds in steering advertisers to its mobile platform

CBC secures broadcast rights for the 2018 and 2020 Olympics

Broadcaster to partner with Rogers and Bell