Three years ago today – Nov. 12, 2012 – we dove headfirst into the unchartered waters of brand journalism when we re-launched our corporate website as a dynamic digital magazine and owned media channel. Since then, our team has used Coca-Cola Journey to make (and sometimes break) Coca-Cola news, bringing to life the stories bubbling just beneath the surface of our brands and business. We’ve amplified – and added an editorial voice to – our marketing campaigns and sponsorship assets. We’ve championed our culture, tried to humanize our company, and found fresh ways to tell our sustainability and innovation stories. We’ve celebrated our past, present and future. And we’ve made the most of pop culture moments and real-time opportunities. All along, you – our readers – have been our north star, helping guide our focus on content, as well as context, with your engagement, sharing and comments.
At Coke, great storytelling is the responsibility of everyone. So, just as our marketing colleagues continue to push the envelope with innovative ways to communicate on behalf of our brands, our team is tasked with, and delights in, constantly reimagining how we communicate on behalf of our company. Because in the eyes of our readers, fans and stakeholders, great Coca-Cola stories are simply great stories – whether it’s a 30-second TV commercial, an article or infographic on Journey, or a photo on Facebook.
We continue to learn from our readers, who tell us what they want to read and share, and from our fellow brand publishers who have motivated us to step up our game. The branded content space is much more crowded than it was when we launched Journey, which means we are among many brands that are challenged with transcending the noise not only through engaging content but also through strategic presence on social media.
Over the last year, we’ve adopted a network-specific voice to social conversations through the channels we use to deliver Journey stories to as many readers as possible in a contextually relevant way. We recently launched an Instagram handle and are experimenting with Periscope and other still-emerging platforms. With the continuing growth of social networks, the world is connecting to each other via stories. Consumers expect their favorite brands to do the same. We’re proud to be a part of a growing movement that recognizes the power of authentic storytelling.
But our journey, pardon the pun, is only beginning. This is still very much a work in progress. We’re constantly learning from our hits and our misses, and exploring new ways to use the platform to engage readers in ways that builds both brand love and corporate trust.
As such, we not only welcome, but need your feedback to power Journey’s continued growth. Please let us know how we’re doing – and where you think our journey should lead – by posting a comment here, or on our social media channels: Twitter, Facebook, LinkedIn or Instagram.
Doug Busk is global group director, Digital Communications and Social Media, at The Coca-Cola Company.
Jay Moye is editor-in-chief of Coca-Cola Journey.