Sustainability
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What if...
2
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Our Team
3
Leo Koh
BBA Junior
Yihan Ding
BBA Junior
Kamya Shethia
BBA Junior
Ben Schofield
BBA Junior
Jonathan Broniec
BBA Junior
Aparajita Thakker
BBA Junior
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Agenda
Millennials, Sustainability, and Social Media
Why Instagram?
Our Proposed Theme & Posts
People & Story-Driven Instagram Posts
Celebrity Choice
Conservation Photographers
Q&A and Conclusion
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Coca-Cola Sustainability Efforts
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Coca-Cola Foundation: Current Sustainability Initiatives
Well-Being
Water
Women
Millennials, Sustainability, and Social Media
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Sustainability Market of Beverages
7
24.5%
11.5%
42%
Green product (beverage) introductions share of total
Increment of eco- friendly foods and beverages’ retail sales
Willingness to pay more for eco-friendly food and beverage
Green Market Indicators
Millennials, Sustainability, and Social Media
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Engaged in more than 500 projects
Cooperated with diverse organizations
to support sustainability
.
2005
2014
2007
Returned approximately 126.7 billion liters of water
back nature through treated wastewater
through 209 community water projects in 61 countries
Set an aspirational goal:
Safely return an amount of water equivalent to what is used in the production by 2020
2020
2015
On track to meet 2020 replenishment goal
Sustain water projects to ensure they continue to deliver the intended benefits to people and nature
Coca-Cola Water Sustainability
Achieve the goal
Continue to balance the water over time —a complex and never-ending challenge
Millennials, Sustainability, and Social Media
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External Research With Millennials
Millennials, Sustainability, and Social Media
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Why Instagram?
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Coca-Cola on Social Media
Why Instagram?
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Why Instagram?
11% of Facebook’s user base 13-25
>6.7 M US Millennials have left Facebook since 2011 (Saul 2014)
23.2 M US Millennials
have joined Instagram since 2013
(eMarketer 2015)
34% Increase in Instagram’s Millennial user base
Why Instagram?
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Why Instagram?
Current 42%
Friendly 40%
Creative 37%
Useful
32%
(Crowd DNA 2014)
Why Instagram?
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Why Instagram?
Why Instagram?
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Why Instagram?
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Instagram users are Millennials (Business Insider 2014)
More fan engagement than Facebook (Forrester 2015)
Follower Exposure
Why Instagram?
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Why Instagram?
Why Instagram?
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Instagram Posting Strategy
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Instagram Post Promotion Strategy
Organic growth through current Instagram fanbase
Inorganic growth through Influencer advertising and targeted advertising.
Effective Hashtags
Interesting and eye-catching content
18
what works best on Instagram
Why Instagram?
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Our 3 Pronged Content Generation Strategy
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Relevant Stories
Celebrity Dedicated to the Cause
Why Instagram?
Eye Catching Content
Successful CCST Campaign
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Our Proposed Theme
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Why don’t we know?
Water Price Increases Since 2014:
Austin - 31%
Chicago / SF - 15%
Average - 6%
41% Average Increase in US Urban Water Prices since 2010
(Circle of Blue 2015)
Our Proposed Theme & Posts
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Content Generation: Sample Posts
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Sample Post
“I’ve been with Coke for 19 years. The thing that stands out to me is that the company really cares. They understand that they need to invest in water sustainability efforts to survive. That’s what I love the best about my job. We aren’t a filler department for tax write-offs. We make a difference.”
Focused Image
+
Non-Corporate Tone
+
Personal Story
focusing on the Chief Sustainability Officer
Our Proposed Theme & Posts
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Sample Post
“Water is a scarce commodity in this region. My friends and family competed with crocodiles just to eat and drink. Project RAIN keeps my family safe, which makes me smile.” - Nancy Truong
from a developing country community
Subtle Product Placement
+
Captivating Picture
+
Engaging Story
Our Proposed Theme & Posts
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Our Proposed Theme & Posts
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Content Generation: Celebrity Leader
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The DiCaprio Connection
“I’ve always been fascinated by the world that we live in, and how destructive we are. I have devoted a lot of time away from acting to get funding for this cause.”
-Leonardo DiCaprio
Our Proposed Theme & Posts
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The DiCaprio Instagram Prototype Video
Our Proposed Theme & Posts
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Content Generation: Conservation Photographers
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Conservation Photographer: Art Wolfe
“the most prolific and sensitive recorder of a rapidly vanishing natural world”
- William Conway, former president of the Wildlife Conservation Society
Employs artistic and journalistic styles, he documents his subjects and educates the viewer.
Our Proposed Theme & Posts
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Conservation Photographer: Cristina Mittermeier
Founder, former president and fellow of the International League of Conservation Photographers
Instagram account with 180,000 followers
Numerous collaborations and conservation-themed books to her credit.
Our Proposed Theme & Posts
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Questions?
THANK YOU
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Conclusion
Coca-Cola
Sustainability
Current Sustainability Initiatives
Green Product Index
Field Survey
Coca-Cola on Social
Why Instagram?
Sample Instagram Posts
Content Generation
Continue to develop water sustainability
Q&A and Conclusion
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The End
What is your answer when your future child asks YOU about the scarcity of water?
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