Coca-Cola

Build a social center of excellence.

Strategy

  • Socialize word-of-mouth marketing (WOMM) best practices across the marketing ecosystem so product and marketing teams share a common language, definitions, approaches and measurement protocols.

Results

  • Analyzed marketing structure and determined how to best integrate WOMM into the organization.
  • Reviewed internal skill sets of marketing team to create appropriate content, training and ongoing social business knowledge.
  • Developed WOMM handbook specific to Coca-Cola’s needs and knowledge level.
  • Planned training approach to socialize handbook content and shared practical tools to help in campaign approach and planning.

ComBlu’s Role

  • Created the definitive reference for WOMM inside the U.S. marketing organization.
    •    Client said it was the finest piece of work that Coca-Cola had ever received from a partner.