Diet Coke has come a long way since being known as your mom's favorite beverage. Diet Coke is iconic. It's the "it girl" drink of choice. And it's about time their social feed reflected it. Working closely to create a new content strategy, we gave DC a refreshed TOV and crisp new look to kick off their IG's rebrand.
VML, 2024
IG Feed Rebrand
12.8M total organic impressions
927K total organic engagements
88.3K followers gained
2023 feed:
Polished, promotional, expected
2024 - Now feed:
Authentic, fan-centered, tasteful
Organic Posts
There are no shortage of Diet Coke lovers. We utilized the UGC in our arsenal to put fans at the center of our feed.
Paid Social
In addition to organic content, we also crafted a crisp new look and feel for our paid social content.
Influencer Real-Time Response
Social listening led us to @kristenhaus, an influencer best known for her obsession with Diet Coke and taking a break to mix up her own drink "recipes." We curated the ultimate, personalized PR box.
Here was her response:
1.3M total views
234K engagements
95% positive sentiment
Spoiler alert: this led to an official partnership with Diet Coke and hiring Kristen as the "Director of Diet Coke Breaks"
Photographer: Tone Woolfe | Videographer: Michael McLenighan | Creative Director: Jess Elwood | Art Director: Grace Reinhold | Strategy Leads: Jess Stieben, Zac Kortez