FIFA Women's World Cup

2015 FIFA WOMEN'S WORLD CUP

#Sharethebench

OBJECTIVE
Coca-Cola and soccer share a lot of love. Both inspire happiness, optimism and togetherness. Our objective was to get in the social conversation by developing a unique perspective on the 2015 FIFA Women’s World Cup in a way true to the Coca-Cola brand.
STRATEGY
@CokeSoccer connected US soccer fans with the USWNT by creating the hashtag #sharethebench. We granted fans special access to highlights from every game and to one of their favorite players. We created exclusive content with USWNT star Alex Morgan and her mom featuring a look into their strong relationship and how it brought them both to the 2015 FIFA Women’s World Cup. We also leveraged our partnership with US Soccer to generate posts.
RESULTS

165 million potential social impressions for less than $1 per post with 93% positive engagement all in real time.
Q&A with Alex Morgan’s mom that generated 185% engagement rate.
@CokeSoccer follower base from 0- 54k in six weeks.