Background

Coca-Cola released a music video as part of its uplifting new campaign ‘Reasons to Believe’ that puts the spotlight on life's positives.

Objectives


Secure coverage of the video



Increase views of the video



Increase sharing and engagement of the video



Encourage social sharing using the hashtag #reasonstobelieve


Strategy

Viral Seeding put together a strategy which consisted of undertaking outreach to 100 influential blogs and websites and arranging paid for placement on websites and blogs visited by teenagers in the UK. The video was promoted on YouTube and Virool to drive additional targeted views.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually pitching blogs and websites



Regularly monitoring for coverage



Running a targeted YouTube views campaign



Daily reporting and final project evaluation


Campaign Results


24 pieces of coverage secured



Over 570k reached through editorial coverage



Over 160k views contributed to the video


Highlights & coverage

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