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Special Project

Special Project
From the 4th Annual Shorty Awards

Happiness Is -- Coca-Cola on Tumblr

Entered in Tumblr Brand Presence


In December 2011, Coca-Cola officially joined the Tumblr community with the launch of Happiness Is. Coke is one of the few CPG brands to activate and establish prominence in the space, but with a huge haven of teen power-users – many of which are already referencing Coke on their pages – it was clear that Coca-Cola should be part of this rapidly growing community. Why Tumblr? Coca-Cola did it to Open Happiness. The brand has plenty of platforms and channels to launch new projects, promote products and distribute information but what Coca-Cola wanted to set up was a space where the Brand could share that happy, fizzy, love that makes Coke such a fan favorite. Random bursts of Happiness and Positivity is the heart of Tumblr, that’s why Coke’s teen fans flock to it to share those expressions with each other and that's why the Brand belongs here. Wherever Happiness is being shared, Coke is bound to be there. The audience: Happiness Is features a wide variety of Coca-Cola inspired content embodying the brand’s “Open Happiness" theme and keeping the teen audience top of mind. Coca Cola’s “Open Happiness" theme fosters a creative and open environment that’s fully woven into the blog-allowing teens & fans to engage with the brand in a refreshing new way. Not to mention, Coke’s Tumblr followers can expect to see exclusive content as the community continues to grow. The overall vision for Happiness Is:There are opportunities, every day, to find a moment to recognize life's simple pleasures. And that’s what the Happiness Is blog embodies - it’s a place for teens to meet and visit when they want to experience and share something positive. The content and voice are Coca-Cola inspired but not always branded– part original content we create and part shared by our highly creative teen audience. Simply put, the vision is to provide a daily helping of happiness. Off to a promising start, Happiness Is has attracted over 12,000 visitors, 1,300 followers, and 300 notes & reblogs in the first 6 weeks since launching in December of 2011. In addition to this high level of teen engagement, Happiness Is has also enjoyed some great coverage where members of the media and many teen influencers are praising Coke for its approach to the platform with a focus on positive content and creating an emotional & engaging connection with teens.