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WANT TO COLLABORATE MORE?
SHARE A COKE!
Chris Barron
Huruda LLC
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
www.huruda.com
