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From the 13th Annual Shorty Awards

Coca-Cola: 2020 Together

Entered in Instagram Presence


For over a hundred years, Coca-Cola has offered the world a refreshingly positive perspective. In 2020, our goal on Instagram was to be a swipe of optimism that uplifts, connects, and combats negativity. No matter what was going on in the world or social, we wanted to surround ourselves with optimism and become a beacon of positivity. With every follow, weekly IG stories, and fan-generated in-feed content, Coca-Cola will build a community of optimists and make smiles infinitely more shareable.

Strategy and Execution

We started building our community at the beginning of the year with our #FeelGoodFollows and #MyCocaCola programs. After bringing our follows down to zero, we followed a new, inspiring account every day and, using Stories, we shared their uplift with our fans. Then we brought Coca-Cola fans from around the world together in our positively stunning #MyCocaCola series.

When the world was rocked by a global pandemic, we remained a beacon of positivity by doing the right thing – donating our platform to messages that mattered in the education of and fight against this universal threat. When the country rose up against social injustice, we led the company’s response in a commitment to end systemic racism with our #TogetherWeMust platform.

While coming together means fighting for change, it also means lifting spirits. On #WorldKindnessDay, we made sharing a kind word easy with a cross-platform campaign to uplift everyone.

By the end of one of the most difficult years in history, the world was ready to come together over shared hope for our future. So we turned to our community of optimists to create a New Year, New Hope celebration in our feed and in Times Square.

While 2020 threw the book at us, Coca-Cola’s Instagram showed that by staying true to our mission, we grew a community and brought a refreshing dose of optimism right when people needed it the most, one post at a time.


In a year of uncertainty, unrest, and division, our messages of uplift were well received as we raised up our community of optimists and turned over our channels to voices that needed to be heard.

Impressions: 757,134,427 total

Total Engagements: 592,316

Follows: +66,924 follows in 2020 (+3.1% follower growth)


Video for Coca-Cola: 2020 Together

Entrant Company / Organization Name

Havas Atlanta, Moxie, Social Center, Coca-Cola Trademark (The Coca-Cola Company)


Entry Credits