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2020 proved that our super fans are in a club all their own, so in 2021 we made it official with the creation of Club Diet Coke. Our intention and execution were simple: identify our top-tier fans and create a community for them to come together and rep their brand enthusiasm. During the summer, we teased the club on Twitter and sent a handful of our most engaged community members branded kits for them to share UGC of in advance of the launch.
 

All we needed to launch?


A single tweet. Engagement spiked and our DMs exploded as everyone expressed desire for Diet Coke VIP status.

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We launched with kits and a digital extension to give even more fans VIP status, and we kept the momentum by extending Club Diet Coke to our community on Instagram, too.

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The summer launch left our loyalists eager for more Club Diet Coke, so we started dropping hints…

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And then we flipped the fizzing script on Cyber Monday.

Instead of your basic post-black-friday sale, we engaged with our loyalists and gave them another chance to get vip status.

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After teasing the seasonal invite, we followed up with an official launch, kits, and a digital S+D extension for our community to share with their besties.

Our loyalists loved it. We sent over 600 besties a physical or digital holiday S&D and we received over 4k DMs. Our Club Diet Coke Instagram stories received 2x the views of our always-on story content and we had ~1k engagements on each IG story sticker.

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By garnering over 474k organic impressions and 15k+ engagements the Club Diet Coke content was among the best performing organic content in 2021.

club diet coke
role: copywriter
ad: astrid michelson
acd: sam cooper
client: the coca-cola company