Problem
Coke's numbers were down significantly with the teen demographic. The brand needed a way to connect with this young audience and get them picking Coke instead of a Starbucks or Red Bull.
Insight
In 2013 we learned through qualitative research that funny, snack-able, game-able content was what made teens happy. And when it came to how they enjoyed it, it became very clear that the mobile device was their first screen.
Solution
These findings led to the first digital-led campaign by the Coca-Cola company: the AHH Effect- a complex feeling of happiness, satisfaction and refreshment all at once. With 61 AHH.com URLs (from two H's all the way to 61 H's), we housed a series of unique, mobile-friendly experiences—from games to films, animated GIFs and more—that brought to life the dimensions of AHH through teen-worthy moments of randomness, creativity and happiness.
Results
With over 5 million visits and an average of 2:17 spent on each site, the AHH Effect put Coke back on teens’ radar. After four months in market, the campaign increased teens' intent to purchase Coke by 24%.
Team
Lead Strategist: Yours Truly
Strategy Directors: Nicole Brandell, Christine Sheehan
Creative Directors: Hal Curtis, Jeff Gillette
Account Team: Gene Willis, Dana Borenstein