Coca-Cola North America has selected 360i to handle social-media monitoring for all of its brands.
The agency, owned by Dentsu Holdings USA, will be responsible for formulating a consistent way of keeping track of what consumers are saying across Twitter, Facebook and other channels. It will then report back to the company to yield insights into how to improve or tweak marketing, and determine consumer sentiment about specific products. Billion-dollar brands such as Coke, Diet Coke, Coke Zero, Sprite, Minute Maid, Powerade, Vitaminwater and Dasani will be monitored.
"Coca-Cola North America is excited to scale our efforts in the social-listening space," said Linda Cronin, Coca-Cola's Integrated Communications Director. "While we have been conducting social listening for the past few years, we decided that now is the right time to step up our investment in the space."
Coca-Cola North America launched the "listening review" earlier this year with the goal of identifying a consistent format for monitoring social media. "By consolidating our listening efforts through 360i we are able to ensure quality and consistency across our entire portfolio of brands," Ms. Cronin said. "Social listening provides another important source of information so that we can best understand our consumers and their interests."
360i won out against a field of 20 agencies from a variety of disciplines, including MSL Group, MediaVest and Cake. In a few instances, holding companies made up teams of shops with digital capabilities, such as PR, social media and media planning/buying to pitch the business. 360i is already digital agency of record for a number of Coca-Cola brands, as well as the company's Freestyle vending machine.
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With contributions by Alexandra Bruell