Diet Coke Social Relaunch

Community Management Results (First Three Months)

  • 4.5M total organic impressions on superfan S&D in first month

  • Diet Coke's follower growth rate is 3,067%+ greater compared to the average growth rate across all TCCC brands (Second Quarter 2024)

  • Generated Earned media from @NolitaDirtBag

  • 1.6M organic engagements on proactive Community Management comments

Role

Community Management + Strategy

Year

2024

challenge

It’s 2024, the “Diet Coke break” is trending organically across social media, and Diet Coke social channels have been dark since 2019.

I was recruited onto a team of 6 to redesign the social and community strategy for the relaunch of Diet Coke’s social media channels.

solution 

Diet Coke social media person and channels became “that girl”. The idea was to become who our audience was already embodying on social media; diet coke as cultural mood boost. We went from heavy ‘branded’ content and infographic to a social-first content mix, that included social campaign, creator, and ugc content.