Coca-Cola Europe wanted to pilot a dynamic online platform/e-zine to showcase the environmental and community work they’re doing in Europe and across the world. To keep people interested, coming back and sharing the content, the site would also draw together some of the most pioneering work being done by individuals and organisations all over the world in the areas of recycling, sustainable design, water, community, and music and arts projects related to these themes. The aim was to build customer awareness, create a compelling pan-European online destination for environmental news and features, and encourage Coke’s international markets to follow suit.
The content needed to be upbeat and savvy, suitable for the social media generation and appealing to a wide audience
We started by developing a suitable tone of voice for the site, to give it a distinctive editorial style and differentiate it from Coke’s corporate sites. The content needed to be upbeat and savvy, suitable for the social media generation and appealing to a wide audience of different age and socio-economic groups across Europe.
We then suggested story ideas, researched, wrote and edited stories (including optimising stories for search engines) each month and managed the story translation in the same tone of voice. On top of that, we ensured localisation of SEO key phrases (in French, Spanish, Italian, Belgian and German) with Anja Jones Translation.
Alongside the copy, we sourced images or video for every story, introduced different content types to keep the site fresh and dynamic and uploaded all content to the site, making sure every word on the site was sharp, engaging, relevant and effective – in all six languages.
The Live Positively Collective website is now being recreated on a global platform to be used by all Coca-Cola’s international markets.