Una taza de café con vapor y una botella de Coca-Cola sobre una mesa de madera en una cocina con luz natural

How to boot engagement and improve campaign performance?

The Challenge

Reconnect Coca-Cola with its audience through emotion, using smell as the sense most closely tied to memory. The idea was to move beyond the typical taste-driven approach and invite people to explore their memories with Coca-Cola through the scents that shaped them.

The Strategy

I built a multi-platform content campaign around emotional segmantation, leveraging emotional storytelling to reconnect audiences with their unique Coca-Cola memories.

Icono de una lupa dentro de un cuadro, representando búsqueda o exploración.

Audience Insight

We segmented audiences into emotional archetypes: families, couples, solo dwellers, and memory-seekers. Each had a scent, a memory, a Coca-Cola moment.

Cuatro esquinas de diferentes colores formando un marco en forma de recuadro

Channel Integration

A full inbound content system: blog (awareness), infographic (education), social (engagement), email (retention).

Una mira de mira con un degradado de color púrpura a rojo.

Emotional Hook

Used the sense of smell as a psychological trigger for nostalgic recall, anchoring brand moments in personal history.

Ícono de cursor de computadora en color rojo y púrpura, simbolizando clic o selección.

Conversion Journey

Structured the campaign around the funnel: Attract (UGC), Engage (stories), Delight (personal ritual with Coca-Cola).

Execution

We designed a full funnel inbound strategy using the Attract → Engage → Delight structure:

Cornerstone Blog Post

  • Storytelling built around five persona types

  • Narrative focus: memories linked to scent and Coca-Cola moments

  • SEO-optimized and emotionally resonant

Página web de Coca-Cola con imagen de una familia en una comida y texto sobre los recuerdos y aromas relacionados con la bebida.
Infografía del impacto del aroma de Coca-Cola, con referencias a recuerdos y emociones. Muestra diferentes escenarios familiares como la cocina de la abuela, cumpleaños infantiles y reuniones en verano, destacando cómo el olor a Coca-Cola despierta emociones y recuerdos en las personas.

Infographic

  • Visual breakdown of “smell + memory” psychology

  • Connected common scents (e.g., abuela’s cooking, popcorn at movies) to Coca-Cola experiences

Social Media

On Instagram and TikTok, I didn’t just post (we invited the audience in).

I launched a storytelling carousel on Instagram prompting users to reflect: “What scent reminds you of Coca-Cola?”

On TikTok, I turned it into a UGC wave, asking people to share their Coca-Cola scent memory using our branded hashtag.

It was emotional, playful, and raw. The objective wasn’t to chase virality but to trigger it.

Gráfico que muestra que la persona que ve Coca-Cola disfruta más del aroma, que la vista y el sonido.
Una familia de cuatro personas disfruta de una tarde en la cocina con Coca-Cola, siendo la mesa la protagonista con dos botellas y una olla humeante en el centro.
Grupo de personas, incluyendo un hombre mayor con barba y gafas, un hombre mayor con cabello rubio, una mujer joven con vestido beige, un niño y una mujer mayor, frente a un cartel de Coca-Cola en un ambiente interior, compartiendo una botella de Coca-Cola y una lata de la misma marca.
Una pareja preparándose comida en la cocina, sonriendo y compartiendo un momento agradable.

Email Newsletter

The email was designed to be like a letter where the subject line was a gentle: “What does your life smell like?”

The body led the reader into the blog, it was framed as a reflection, short but evocative to feel more like an editorial than a promotion.

The objective was to earn the customer’s attention through memory.

Results (simulated but data-backed)

+67%

Engagement on Instagram posts

3x

UGC participation using the campaign hashtag

75%

emotional recall in user surveys

18%

Email open rate was above benchmark

“starting conversations across generations”