Mello Yello
A Fan-Driven Relaunch
Last year, when Coca-Cola decided to relaunch its dormant Mello Yello brand, they wanted to reach a new generation of consumers. When I began my research into the project, I discovered a small but active Mello Yello community in existence. That Facebook community became the spark behind a simple, yet incredibly effective idea: content and conversation.
How It Worked:
I reached out to the creator of the Facebook fan page, which had about 1,500 fans at the time. I was able to work with him in allowing the brand to take on management of the page. On a related note, the creator has become the hero of the community and the brand frequently posts about him.
From there, it was time to develop a social media brand voice and content plan. Because social media posts come across as very personal, I like to take the approach of creating a character sketch. It's through this lens that content is generated. In the case of Mello Yello, this character developed into a student with a fun outlook on life - think Daniel Tosh meets Ferris Bueller. Once this voice started coming through in regular content updates and in responses to consumer comments and questions, the page took off, growing organically and fast.
Eventually, we added fuel to the fire, creating fun apps for fans to play with: a retro photo generator and a How Smooth Are You quiz.
The Results:
My Role:
