Coca-Cola’s Influencer Marketing
in Finland in 2024
We designed and executed a versatile influencer marketing program for Coca-Cola in 2024. The goal was to strengthen Coca-Cola's position among young people and young adults and to enhance the brand's appeal with the help of influencers. The program included a year-long collaboration with brand ambassadors, PR events, customized PR sendouts, and experiential brand partnerships.
Starting Point
Coca-Cola, one of the world's most recognized brands, wanted to specifically target a younger audience and solidify its brand presence as a part of their everyday lives and celebratory moments. The objective was to make Coca-Cola a more relatable and attractive brand for a modern audience that values experiences and authentic connections.
Actions
Throughout 2024, we planned and implemented carefully targeted PR events, sendouts, and brand partnerships for Coca-Cola that strengthened its position among young people and young adults. Through these, we increased the brand's social media visibility and boosted engagement with diverse and experiential content. The PR sendouts and exclusive Coca-Cola products helped convey the brand's message and offered influencers unique opportunities to create engaging content for their followers. Each interaction, event, and sendout was meticulously planned to reflect Coca-Cola's values and to present them in an appealing, energetic, and youthful manner.
During the summer, we executed various brand partnerships for Coca-Cola, such as the Coca-Cola x Skiffer and Ruisrock activations, which integrated influencer content, consumer interactions, and event activations into the everyday Finnish summer and festival scene.
For the holiday season, Coca-Cola invited Finnish influencers to be part of the iconic global Christmas event in Rovaniemi. From Finland, Sabina Särkkä and Coca-Cola's brand ambassadors Arttu Mustonen and Shirly Karvinen attended. They shared the magical atmosphere of the event and the festive spirit of time spent with friends and family with their social media followers.
Influencers
We created a yearly influencer marketing plan for Coca-Cola, in which four brand ambassadors played a key role in conveying the brand's message to different target audiences effectively and authentically. Each influencer's role and style were carefully chosen so that the content they created resonated with Coca-Cola's core values and reached the target audience efficiently. Sexmane, one of Finland's biggest artists appealing to youth, specifically targeted the Gen Z audience with his urban style, reflecting the daily life and aesthetics of a young crowd. Joalin, who has a broad reach both in Finland and internationally, brought added value to the brand with her global visibility while also reaching the younger Gen Z audience. Arttu Mustonen and Shirly Karvinen, Coca-Cola's long-term brand ambassadors, produced high-quality and credible content that reinforced the brand's trustworthiness and appeal. Their strong social media presence and long-term collaboration made them natural choices to continue carrying the brand's message forward. The brand ambassadors executed several campaigns and participated in various PR activations throughout the year, complementing the overall influencer marketing program.
Results
The campaign year was a success: Coca-Cola strengthened its brand image and deepened its connection with the target audience. The brand's messages reached a wide audience through the influencers, and followers showed excellent engagement with the content. The brand ambassadors made Coca-Cola visible and relevant, especially among young people, and the PR events and sendouts increased interest and visibility around the brand.
