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Marketing Objectives:
To re-position the Coca-Cola RocketCash brand / club so that it would appeal to and be joined by target US 13-18 year olds. To maintain the members loyalty.
Process:
Conducted strategic branding ideation sessions with Coca-Cola’s RocketCash. Created marketing and communication materials and platforms that would appeal to the target. Tested and assessed the platforms and campaign concepts amongst sample focus groups and online. Found out what types of online content would motivate 13-18 year olds to join the club and continue their proactive membership. Provided those recommendations to Coca-Cola.
Results:
Helped to solidify the brand and create re-positioning and communication plan to increase membership of the target demographic group. RocketCash became one of the most successful 13-18 year old online clubs where kids would perform marketing actions to acquire points that could be converted to RocketCash that could be spent in an online store.
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