DIET COKE BREAK: INNOVATING IN INFLUENCER MARKETING
DIET COKE LAUNCHES THE DIET COKE BREAK – THEIR FIRST INFLUENCER PARTNERSHIP TO CREATE A SERIES OF FUN, INTERESTING AND USEFUL BRANDED VIDEOS| April 4th, 2017
After months of pre-production and planning, the first episode of the Diet Coke Break went live on 30th March and is already proving a big success.
Unlike traditional influencer campaigns (in which the influencer creates content for either their channel or the brand channel), we had the unique strategy of the influencer creating thematically linked content across both channels.
Our aim was to create fun branded content on the influencer’s channels and then have their audience directed to exclusive additional content on the Diet Coke channel to grow their audience.
The first Diet Coke Break video was with Patricia Bright – an influencer with more than one million YouTube subscribers – and brand advocate, Holly Willoughby. They competed in a friendship challenge to see how much they could guess about each other having only just met.
Patricia then created a friendship video with her closest friends on her channel own which makes for lovely, warm and hilarious viewing.
Additional content is being filmed in the coming weeks with the campaign going live again at the end of April. New episodes will then be posted every two weeks till the beginning of November – so keep an eye out!
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