club diet coke | Astrid Michelson

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astrid michelson*

about

Club Diet Coke
Role: Art Director
Copywriter: Katie Hughes
ACD: Sam Cooper

Diet Coke super fans are in a club all their own, making them the most passionate product-centric fans in the Coca Cola portfolio. So we made it official and invited our VIPs to the hottest club on the internet,
Club Diet Coke.

When the doors opened we:
Received 3.7K inbound messages.

Sent over 620 messages to fans.

Received over 5700 earned engagements.

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And clearly the love was fizzing real.

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After our summer staycation wrapped.
Our fans still. wanted. more!
So we surprised our most loyal fans with a new holiday drop.

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And the final results?
Our loyalists loved it. We S&D over 600 fans a physical or digital holiday kit, received over 4k DMs, and our Club Diet Coke Instagram content received 2x the views of our always-on content. By garnering over 474k organic impressions and 15k+ engagements the Club Diet Coke content was among the best performing organic content in 2021.

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