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.
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.
After one month, the campaign hit almost 9.5M reach, 7M Baht PR value, 4M video views, and 484K engagement.