Zone won a competitive pitch to overhaul Coca-Cola's corporate digital strategy in December 2009.
Our experience in the creation and distribution of content for consumer brands was key to our strategic approach: that Coca-Cola had to tell consistent and engaging stories, rather than employing a different tone and a different site to talk to different groups of stakeholders.
We re-launched Coca-Cola.co.uk in May 2010, replacing six different web destinations with a single, integrated hub covering everything from environmental initiatives to nutritional information about every Coca-Cola brand.
We put in place a full-time editorial team to manage the site on an ongoing basis, working with Coca-Cola to find and bring to life the stories behind the company's activities, both in the UK and overseas.
The team produce content across a wide range of subjects and formats, using video, photography and interactive functionality as well as producing text-based features for the site. All of the content is optimised to maximise the site's visibility to search engines, helping Coca-Cola develop a credible and sustainable presence in search results across a wide range of keywords.
And we don't just produce content on the website - content is distributed and created across a number of social media platforms, including Twitter, YouTube and Facebook.
The website launched in Beta in May 2010, and our strategy has already delivered tangible results. In just one month, the site delivered a 450 per cent increase in traffic compared with the six individual destination sites we replaced, and the average time on site increased by more than 50 per cent.
Referrals from other websites grew by 75 per cent in the first four weeks, and we launched FIFA World Cup (TM) activity on YouTube and Twitter, reaching thousands of people outside of the Coca-Cola main website.
www.coca-cola.co.uk