Coke | #ShareTheMagic

Creative Strategy | Creator Culture | Brand Innovation

Overview
For Coca-Cola's first TikTok campaign, #ShareTheMagic connected the brand's Real Magic platform with the creators shaping culture on TikTok. Built around the recognition that BIPOC creators often originate viral trends without receiving proportional credit or compensation, the campaign celebrated their creativity and influence while inviting the broader community to participate.

Combining creator-led storytelling, original music from Khalid, and interactive TikTok experiences, #ShareTheMagic brought a global brand into platform culture through an idea rooted in recognition, participation, and authentic creative expression.

Innovation & Impact:

• 11.9B+ Views: Generated campaign reach that significantly exceeded TikTok benchmarks.

• 1.7M Original Videos: Inspired participation from nearly 1 million creators.

• 71% Follower Growth: Expanded Coca-Cola's TikTok community.

• 86.9M Music Views: Khalid's original track, Open, helped drive campaign engagement.

• 104M Branded Effect Impressions: Generated 69M views through an interactive TikTok experience.

• 3.4B Creator Video Views: Jalaiah's promotional content generated 464M engagements.

• 951.7M Earned PR Impressions: Secured 51 media placements.

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