Coca-Cola x Blavity | Activists, Wonderers, Artists: Coca-Cola’s Triumphant Showcase of Black / AA Teen Talent
Overview
Developed and executed a groundbreaking socially-led video campaign for Coca-Cola in partnership with Blavity Inc., aimed at challenging stereotypes about African American Generation Z and showcasing their extraordinary achievements and passions.
Key Skills
– Brand Partnership Development
– Social Media Marketing
– Video Content Production
– Influencer Collaboration
– Stereotype-Challenging Narratives
– Youth Engagement
– Multicultural Marketing
Challenge
Address and dispel misconceptions about African American Gen Z being self-involved and lazy, while creating a platform to showcase their diverse talents and social engagement.
Solution
– Partnered with Blavity Inc. for authentic representation and reach
– Developed the “Refresh Your Voice” socially-led video campaign
– Featured cultural influencers to amplify the message
– Focused on three categories of teens:
1. Activists
2. Wonderers
3. Artists
– Created content that highlighted teens actively pursuing their passions
– Leveraged social media platforms for maximum engagement and reach
Results
– Generated over 37 million impressions, exceeding the original target by 37%
– Sparked meaningful conversations on social media about AA Gen Z achievements
– Provided new role models for African American teens
– Successfully challenged stereotypes about AA Gen Z
– Created a platform for underrepresented voices in the community
– Positioned Coca-Cola as a brand that understands and supports AA Gen Z
My Role | VP, Content Director
– Oversaw partnership development with Blavity Inc.
– Coordinated influencer selection and management
– Collaborated on content creation and narrative development
– Ensured alignment with Coca-Cola’s brand values and marketing goals
– Managed social media strategy and content distribution
Project Details
– Client: Coca-Cola
– Campaign Name: “Refresh Your Voice”
– Partner: Blavity Inc.
– Date: 2019 Full Year
The “Refresh Your Voice” campaign exemplifies how brands can effectively engage with specific demographic groups while challenging societal stereotypes. By focusing on authentic storytelling and representation, Coca-Cola successfully transformed its brand perception from just a beverage company to a platform for social change and youth empowerment within the African American community.
The campaign’s success lay in its ability to showcase the multifaceted nature of AA Gen Z, moving beyond stereotypes to tell complex, inspiring stories of personal achievement and social engagement. This approach not only resonated with the target audience but also broadened the appeal of Coca-Cola to a wider audience who appreciated the brand’s commitment to authenticity and inclusivity.
“Refresh Your Voice” serves as a model for how brands can navigate sensitive social issues and create impactful, socially responsible marketing that goes beyond surface-level engagement to foster genuine connections and positive change. By providing a platform for underrepresented voices, Coca-Cola demonstrated its understanding of the importance of representation and its commitment to supporting the aspirations of African American youth.
