Over the weekend, Coca-Cola wiped their social accounts. Today, November 13th, is World Kindness Day and Coca-Cola is re-launching its accounts as a part of their repositioning strategy. They are trying to have a more unified, cohesive voice for their accounts, as well as add some optimism to the social conversation.
Coca-Cola will be posting 99 times today on Instagram! Which is the most they can post before the account is deemed as spam. They will also be posting heavily on Facebook and Twitter. The goal of this is to flood people’s feeds with positivity.
Will they could only archive and truly hide posts on Instagram, they created some blank posts on FB and Twitter to make them look wiped. They will only be bringing back 50% of the content on Instagram, as the rest did not fit with the repositioning strategy.
Coca-Cola has a “Social Center” that runs the social accounts for 10 of Coke’s largest brands in North America. They are responsible for the total relaunch. They said they were proud of the content they had posted in the past, but they feel it was inconsistent. So, they want to change that, while simultaneously adding some happiness to people’s lives.