Coke | #ShareTheMagic

Summary:
The Coke #ShareTheMagic campaign marked Coca-Cola's first foray into TikTok, targeting both platform authenticity and social good. This pioneering campaign addressed the inequities faced by BIPOC creators on TikTok, who often spearhead viral trends but receive disproportionately lower recognition and compensation compared to their non-BIPOC counterparts.

Innovation & Impact:
#ShareTheMagic achieved extraordinary success with over 11.9 billion views, surpassing TikTok's benchmarks by a significant margin. The campaign inspired the creation of 1.7 million original videos by nearly 1 million creators, leading to a 71% growth in Coca-Cola's TikTok following. Integrating Khalid’s song “Open” significantly boosted engagement: the official music alone attracted over 86.9 million views. The campaign's branded effect garnered 104 million impressions and 69 million views, underlining its widespread appeal and engagement. Notably, Jalaiah's promotional video for the campaign received 3.4 billion views and 464 million engagements.

Beyond its digital impact, the campaign also received extensive media coverage, with 51 PR placements and over 951.7 million earned PR impressions in major outlets.

Awards & Recognition:

• Multiple Shorty Awards Winner

TikTok Creative Strategy Team:

• Jarek Carethers, TikTok Global Creative Strategy Director

• Todd Triplett, Head of Creative Lab East Coast

• Abby Nierman, TikTok Creative Strategist