{"id":10007,"date":"2021-04-12T12:28:45","date_gmt":"2021-04-12T11:28:45","guid":{"rendered":"https:\/\/essencius.dk\/?post_type=avada_portfolio&p=10007"},"modified":"2022-08-13T07:49:21","modified_gmt":"2022-08-13T06:49:21","slug":"open-to-better-3","status":"publish","type":"avada_portfolio","link":"https:\/\/essencius.dk\/sv\/portfolio-items\/open-to-better-3\/","title":{"rendered":"Coca-Cola Open To Better"},"content":{"rendered":"\t\t
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Open To Better<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Utmaning<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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2020 l\u00e4mnade djupa sp\u00e5r hos m\u00e5nga av oss, p\u00e5 gott och p\u00e5 ont. Syftet med kampanjen \u201dOpen to Better\u201d var att dela personliga erfarenheter fr\u00e5n tiden under pandemin och nedst\u00e4ngningen, att l\u00e4ra sig fr\u00e5n varandra och inspirera till positiv f\u00f6r\u00e4ndring \u2013 att vara #OpenToBetter.<\/p>

Det var den f\u00f6rsta kampanjen fr\u00e5n Coca-Cola p\u00e5 \u00e5tta m\u00e5nader och v\u00e5r rekommendation var att lanseringen skulle ske f\u00f6rsta dagen under 2021. Med en ny design p\u00e5 f\u00f6rpackningen som inneh\u00e5ller positiva citat ville Coca-Cola skapa en storskalig influencer och PR-kampanj i Danmark. Vi var redo!.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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L\u00f6sning<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Personliga ber\u00e4ttelser fr\u00e5n 45 influencers, en nationell analys som avsl\u00f6jade danskarnas mest popul\u00e4ra corona-l\u00f6ften samt en kampanjsite d\u00e4r du kunde finna insikter sattes upp med inspiration fr\u00e5n experter om hur du kan f\u00f6rverkliga dina m\u00e5l och dr\u00f6mmar f\u00f6r 2021. Dessa var de tre fokuspunkterna f\u00f6r kampanjen \u2013 ut\u00f6ver den nya burkf\u00f6rpackningen med citat fr\u00e5n danskarna. Den f\u00f6rsta kampanjen i sitt slag f\u00f6r Coca-Cola i Danmark n\u00e5gonsin.<\/p>

Danskarnas mest popul\u00e4ra corona-l\u00f6ften<\/strong><\/p>

Vi f\u00f6rberedde en PR-strategi och fokuserade p\u00e5 att skapa publicitet i s\u00e5v\u00e4l nationell, regional, lokal, bransch- och lifestyle-media.<\/p>

F\u00f6r att g\u00f6ra PR-vinkeln \u00e4nnu starkare, tog vi initiativ till en analys fr\u00e5n unders\u00f6kningsbolaget YouGov, som avsl\u00f6jade vad danskarna mest ville f\u00f6r\u00e4ndra i deras liv och vad de l\u00e4rt sig fr\u00e5n n\u00e4ra ett \u00e5r av pandemin. De mest popul\u00e4ra corona-l\u00f6ftena fr\u00e5n analysen anv\u00e4ndas f\u00f6r att skapa citat p\u00e5 Coca-Cola-f\u00f6rpackningarna f\u00f6r med syftet att inspirera danskarna att minnas de positiva l\u00e4rdomarna fr\u00e5n pandemin och bli #OpenToBetter. Genom att anv\u00e4nda lokal statistik, kunde vi se vilka l\u00f6ften som var mest popul\u00e4ra baserat p\u00e5 region. P\u00e5 detta s\u00e4tt kunde vi skr\u00e4ddarsy v\u00e5r pitch p\u00e5 ett lokalt och regionalt s\u00e4tt.<\/p>

Influencernas personliga corona-ber\u00e4ttelser<\/strong><\/p>

Med noggrannhet valde vi ut 45 mikro- och makro-influencers som fick dela med sig av sina personliga ber\u00e4ttelser och erfarenheter fr\u00e5n tiden under pandemin och nedst\u00e4ngingen. De fick i uppdrag att publicera sina ber\u00e4ttelser den 1 januari 2021. Datumet valdes ut f\u00f6r att m\u00e5nga personer d\u00e5 t\u00e4nker tillbaka p\u00e5 sitt tidigare \u00e5r, vad det f\u00f6rt med sig och hur de ska agera fram\u00f6ver. V\u00e5ra influencers skrev sina corona-l\u00f6ften direkt p\u00e5 den svarta boxen p\u00e5 burkf\u00f6rpackningen. De engagerade sina f\u00f6ljare att sj\u00e4lva dela med sig av sina erfarenheter och corona-l\u00f6ften, genom att anv\u00e4nda kampanjens hashtag.<\/p>

Hj\u00e4lp fr\u00e5n experter och en vision board p\u00e5 kampanjsajten<\/p>

P\u00e5 kampanjsiten fanns det insikter och inspiration att h\u00e4mta fr\u00e5n psykologer. Inneh\u00e5llet skapades f\u00f6r att hj\u00e4lpa l\u00e4sarna uppn\u00e5 sina m\u00e5l och dr\u00f6mmar under 2021. V\u00e5ra influencers delade \u00e4ven med sig av deras personliga tips och ber\u00e4ttelser f\u00f6r 2021.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Resultat<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kampanjen skapade ett otroligt engagemang hos influencers och r\u00e4ckvidden lyckades n\u00e5 ut brett s\u00e5v\u00e4l geografiskt som demografiskt.<\/p>

P\u00e5 influencer-sidan lyckades vi skapa en total ackumulerad brutto-r\u00e4ckvidd om +7 miljoner<\/strong>. Hela 86 %<\/strong> av posterna som v\u00e5ra influencer publicerade hade en h\u00f6gre r\u00e4ckvidd \u00e4n deras generella inl\u00e4gg med en engagemangsgrad om 6.77<\/strong>. I dansk media genererade kampanjen \u00f6ver 49 omn\u00e4mningar<\/strong> och en ROI-faktor om +7<\/strong>. 100% av klippen n\u00e4mnde den nationella unders\u00f6kningen och 86%<\/strong> av klippen inneh\u00f6ll produktbilder.<\/p>

Ut\u00f6ver detta s\u00e5 lyckades vi dela med oss av den regionala statistiken kring \u201dcorona-l\u00f6ften\u201d, genom att citera lokala influencers som varit en del av kampanjen. .<\/p>

Kampanjen skapade en s\u00f6t, hj\u00e4rtev\u00e4rmande och mycket lokal aktivering av ett globalt varum\u00e4rke. Ut\u00f6ver detta visades och n\u00e4mndes Driscoll\u2019s nya f\u00f6rpackning otaliga g\u00e5nger i bidragen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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VILL DU PRATA MED OS?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Har du en uppgift som vi ska hj\u00e4lpa till med?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKontakt os<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Open To Better Utmaning 2020 l\u00e4mnade djupa sp\u00e5r hos m\u00e5nga av oss, p\u00e5 gott och p\u00e5 ont. Syftet med kampanjen \u201dOpen to Better\u201d var att dela personliga erfarenheter fr\u00e5n tiden under pandemin och nedst\u00e4ngningen, att […]<\/p>\n","protected":false},"author":1,"featured_media":10367,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"portfolio_category":[264,217,222,219,220,221],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-10007","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-b2c-sv","portfolio_category-brand-activation-sv","portfolio_category-design-sv","portfolio_category-influencers-sv","portfolio_category-pr-sv","portfolio_category-social-media-sv"],"acf":[],"yoast_head":"\nCoca-Cola Open To Better - Essencius<\/title>\n<meta name=\"description\" content=\"Personliga ber\u00e4ttelser fr\u00e5n 45 influencers, en nationell analys som avsl\u00f6jade danskarnas mest popul\u00e4ra corona-l\u00f6ften samt en kampanjsite d\u00e4r du kunde finna insikter sattes upp med inspiration fr\u00e5n experter om hur du kan f\u00f6rverkliga dina m\u00e5l och dr\u00f6mmar f\u00f6r 2021. Dessa var de tre fokuspunkterna f\u00f6r kampanjen \u2013 ut\u00f6ver den nya burkf\u00f6rpackningen med citat fr\u00e5n danskarna. Den f\u00f6rsta kampanjen i sitt slag f\u00f6r Coca-Cola i Danmark n\u00e5gonsin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/essencius.dk\/sv\/portfolio-items\/open-to-better-3\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driscoll's \u2013 Case\" \/>\n<meta property=\"og:description\" content=\"En s\u00f8d, hjertevarm og meget lokal aktivering af et globalt brand.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/essencius.dk\/sv\/portfolio-items\/open-to-better-3\/\" \/>\n<meta property=\"og:site_name\" content=\"Essencius\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/essencius\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-13T06:49:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/essencius.dk\/wp-content\/uploads\/2020\/10\/Sk\u00e6rmbillede-2020-10-26-kl.-13.18.18.png\" \/>\n\t<meta property=\"og:image:width\" content=\"922\" \/>\n\t<meta property=\"og:image:height\" content=\"504\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@essencius\" \/>\n<meta name=\"twitter:label1\" content=\"Ber\u00e4knad l\u00e4stid\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/essencius.dk\\\/sv\\\/portfolio-items\\\/open-to-better-3\\\/\",\"url\":\"https:\\\/\\\/essencius.dk\\\/sv\\\/portfolio-items\\\/open-to-better-3\\\/\",\"name\":\"Coca-Cola Open To Better - Essencius\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/essencius.dk\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/essencius.dk\\\/sv\\\/portfolio-items\\\/open-to-better-3\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/essencius.dk\\\/sv\\\/portfolio-items\\\/open-to-better-3\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/essencius.dk\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/OTB-\u2013-1-SV.png\",\"datePublished\":\"2021-04-12T11:28:45+00:00\",\"dateModified\":\"2022-08-13T06:49:21+00:00\",\"description\":\"Personliga ber\u00e4ttelser fr\u00e5n 45 influencers, en nationell analys som avsl\u00f6jade danskarnas mest popul\u00e4ra corona-l\u00f6ften samt en kampanjsite d\u00e4r du kunde finna insikter sattes upp med inspiration fr\u00e5n experter om hur du kan f\u00f6rverkliga dina m\u00e5l och dr\u00f6mmar f\u00f6r 2021. 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