How Coca-Cola brought 'Real Magic' to a real issue
Havas Atlanta won in the Best Social Media Diversity and Inclusivity Program/Initiative category at The Drum’s Social Media Awards in 2022 for its work with Coca-Cola. Here we find out what went into the project…
Share The Magic campaign from Coca-Cola / Coca-Cola
Aiming to 'bridge the pay equity gap,' Coca-Cola’s first-ever TikTok campaign aimed to hoped to change the platform for BIPOC creators.
At the end of 2021, Coca-Cola was ready to step into the world of TikTok in a big way. The brand had just evolved its strategic positioning earlier in the year, and was thirsty for ways that it could bring its newest tagline 'Real Magic' to life.
Coca-Cola tasked Havas Atlanta with “creating an engaging and entertaining TikTok activation that will leave the platform better than we found it.” This gave the team an exciting opportunity to not only do something big and attention-grabbing but also make a meaningful impact where it mattered most. We decided that as one of the largest brands in the world, Coca-Cola could help tackle one of the largest issues facing TikTok: giving underrepresented BIPOC creators the recognition and (perhaps most importantly) the compensation they rightly deserve.
The drinks giant partnered with Grammy-nominated musical artist Khalid, as well as the creator of the viral Renegade TikTok dance challenge, Jalaiah Harmon, to launch the challenge with an original dance by Jalaiah to Khalid’s newest single. This was the first nod to leveling the playing field, as Jalaiah was previously largely overlooked by brands and media when one of her dances first went viral.
The team then contracted twenty BIPOC TikTok influencer creators to amplify the campaign to their various audiences.
They were pinned to the top of the hashtag challenge page to grow their own following, and of course, paid equitably for their work.
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Over the course of the campaign, #ShareTheMagic received over 11.9B views (9B over TikTok’s benchmark), 1.7m original videos created by nearly 1m creators, and grew Coca-Cola’s TikTok handle by 71%.