About six months ago, Coca-Cola embarked on its first all-digital campaign. How did it go?
Coke appears happy with the results. Some 4 million consumers have visited the 40 websites affiliated with the effort, staying for an average of 2-plus minutes each. About half the traffic has been organic, meaning the target — in this case, a teen — has shared the media with a friend
"The objective was engagement," said Jennifer Healan, group director of integrated marketing communications for Coca-Cola. "We got teens going from one site to the next once they go in." Healan didn't break down traffic in terms of mobile versus desktop, but she did note that "there is surprisingly a lot of desktop." Read more...
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