When Coca-Cola aimed to connect with Generation Z through a debut campaign on TikTok, their goal was to create a meaningful impact. Collaborating with Subvrsive, Havas Atlanta, Grammy-nominated artist Khalid, and "Renegade" dance creator Jalaiah Harmon, they launched the #ShareTheMagic hashtag challenge. This challenge showcased BIPOC (Black, Indigenous, and People of Color) creators and encouraged users to interpret #ShareTheMagic in their own unique ways, using Khalid's new song, "Open," as the soundtrack.
Standing Out on TikTok
Leveraging their extensive experience and longstanding partnership with TikTok as an official Branded Effects partner, Coca-Cola took charge of the strategy and execution of the AR Branded Effect. The campaign was designed not only to resonate with the target audience but also to allow the TikTok community to respond in an authentic manner.
The Branded Effect proved to be a massive success, garnering over 104 million impressions and 69 million views, which surpassed TikTok's benchmark by 34 times. Major publications such as AdWeek, AdAge, Marketing Dive, and People Magazine covered the campaign, further amplifying its reach and impact.
Collaborated with Subvrsive, Havas Atlanta, Khalid, and Jalaiah Harmon.
Created AR Branded Effect for authentic community engagement.
Achieved 104 million impressions and 69 million views.
Featured in AdWeek, AdAge, Marketing Dive, and People Magazine.