Coca-Cola x The Cloud: Mahasamut Trip
As a part of its ‘World Without Waste’ global commitment, The Coca-Cola system in Thailand wants to encourage Thais to be aware and participate in tackling the plastic waste issue, as more lives are impacted internationally by excess plastic.
Coca-Cola also wants to connect with its target audience and inspire them to join the journey toward the world without waste.
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With this challenge, H+K identified target audience insights and proposed ‘The Cloud’, the new emerging media as its partnership for ‘Mahasamut’ trip.
H+K helps organized Mahasamut trip, in partnership with the International Union for Conservation of Nature (IUCN) and The Cloud at Koh Yao Yai, Phang Nga province. The three-day trip was joined by 10 top tier media and travel bloggers. The three-day trip gave participants the opportunity to listen and exchange perspectives with key spokespersons, also with Ray Macdonald, travel-passionate actor and TV host; and Pearypie, beauty-blogger-turned environmental advocates.
H+K also planned a digital amplification to support this activity through two video content and the identification of right KOL to deliver this positive message. As the result, the agreed KPI is overachieved impressively.
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After one month, the campaign hit almost 9.5M reach, 7M Baht PR value, 4M video views, and 484K engagement.