Chris Barron - share a coke

WANT TO COLLABORATE MORE?

SHARE A COKE!

Chris Barron

Huruda LLC

chris.barron@huruda.com

September 22nd, 2015

ScrumDay Twin Cities

CHRIS BARRON

20+ years software industry

Product Manager, Marketer, Engineer

Co-founded Huruda LLC in 2013

Consult and coach Agile Development, Agile Marketing, Agile for Anything

WHAT’S THE PROBLEM?

GREAT CAMPAIGNS

IT’S SO EASY!

HUGE FAILURES

WHY THE BIG DIFFERENCE?

Success

Experience

Top-Tier Talent

Creativity

Testing

Bold Execution

Failure

Experience

Top-Tier Talent

Creativity

Testing

Bold Execution

Same Process with Unpredictable Results = Gambling

SOME PEOPLE HAVE IT DIALED-IN

100 Years

EVEN THE BEST FAIL…

20

12

AGILE MARKETING

ITERATIVE & ADAPTIVE

Plan

DoCheck

Act

20

WHO KNOWS SHARE-A-COKE?

BACKGROUND

Coca Cola always under pressure New products, brands, and categories

Engagement constantly changing

Content 2020 strategy Agile before it was cool

Marketing challenge: Re-ignite engagement in key demos

Increase summer sales

WHAT THEY DID

Customer insights: Know and love Coca-Cola

Lacking “eye-level” engagement

Experiments: Involved multiple agencies and tactics

Started with personalized Coke bottles

Launched in summer 2011 in Australia with 150 most common names…

WHAT THEY DID

WHAT THEY DID

Experiments after initial launch: FB app to create and share virtual Coke

TVCs using consumer-submitted photos

Outreach to celebrity influencers

Text a name to sign at Sydney’s King’s Cross

Kiosks for consumers to create more bottles

FB audience selected 50 additional names

They didn’t stop there…

RESULTS

2011 - Australia

2012 – Asia

2013 – Europe & UK

2014 – US

Consumption increased for first time in years

7%10

COOL! BUT I’M NOT COKE.

ITERATIVE & ADAPTIVE

Plan

DoCheck

Act

DEFINE “COLLABORATION”

DO YOU COLLABORATE?

DEFINE “COLLABORATION”

CUSTOMER REQUIREMENTS

CUSTOMER SERVICE

GIVING OPTIONS

EXERCISE

YOUR TURN…

THE KEYS TO:

REALCUSTOMER

COLLABORATION

KNOW YOUR TARGET CUSTOMERS

TWO-WAY COMMUNICATION

EARLY AND OFTEN

TALE OF TWO COMPANIES

Traditional

•Internally vetted plans

•Annual CAB event

•Build, build, build

•Beta aka bug-out

•Launch 1.0

•Everybody waits for 1.1

TALE OF TWO COMPANIES

Traditional

•Internally vetted plans

•Annual CAB event

•Build, build, build

•Beta aka bug-out

•Launch 1.0

•Everybody waits for 1.1

Collaborative

•Internally vet “ideas”

•Collaborate with customers and partners on ideas

•Survey customers to vote with write-in option

•Show work-in-progress

•Everybody wants 1.0

IT’S NOT HARD

LESSONS LEARNED

Arrogant Assumptions =

Customer Collaboration =

Q&A

Chris BarronCo-Founder and

Principal ConsultantHuruda LLC

chris.barron@huruda.com612-220-9079

www.huruda.com