C+Co was challenged to rethink Coca Cola’s strategy for its partnership with Youthline’s Good2Great programme. While the Good2Great programme has an awesome ambassador in Stan Walker, the team was struggling to deliver broader awareness and earned PR for the programme.
We knew the Good2Great audience aren’t consuming their media in old school ways – they get everything from social media and digital platforms. So, we created a new web series where Good2Great Ambassador Stan Walker interviewed interesting young kiwis about their lives and the challenges they face, creating a series of videos that would live on YouTube and be promoted via digital advertising and on Instagram.
3 x series were shot, including one very challenging series in Lockdown. Thousands of views on Youthline and Stan Walker’s YouTube channels. Earned media coverage across multiple channels and a fresh new direction for this programme.