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).

From Marketing:

• Social media ad exchanges are key to mobile retargeting: Chango report

• AutoUpdate: Pinterest ramps up for Google fight

• Facebook launches video autoplay ads in Canada

• Sears preps for summer with shoppable YouTube videos

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

Keith Pelley leaving Rogers

Media exec moving on to lead The European Tour as commissioner and CEO

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Deal between Disney and Corus puts kids shows on new channel

Deal adds new layer of confusion to already muddled rights ownership in Canada

Global agency stocks waver as kickback controversy grows

Influential Wall Street analyst issues warning about growing awareness of media rebates

Spotify introduces playlist targeting

New service will enable advertisers to target listeners by mood, activity

CBC severs ties with top execs

Public broadcaster parts ways with Chris Boyce and Todd Spencer

Shaw appoints VP, marketing and PR amid reorganization

Christine Shipton and Greg Treffry also promoted as a result of recent changes

Corus secures Canadian rights to Disney Channel content

Deal includes streaming content and ad-supported video on demand