Coke Summership is summer internship program of Coca-Cola Hellenic Bottling Company in Serbia. The task of the agency was to attract more students of the final years, who have characteristics similar to the employee profile, in relation to the last year where the number of students enrolled in the 3rd and 4th year of college was equal.
After creating the communication and advertising plan, the campaign has started and its content was carefully adjusted to the channels, trends and the target group. Very precise and advanced targeting through Facebook, Instagram and Google platform was crucial for reaching the goal of the campaign. Within the Facebook platform, which was the most used channel of communication, the main bearers of the results were website click ads. Their success was based on the continuous optimization of the target group. Besides strategically guided promotion, the experience of the entire team who participated in realization of the Coke Summership campaign, from account and community manager, media planner to the visual solutions of the design sector, has contributed to the empowerment of the results.
The 30-day campaign has successfully achieved the agency’s estimated goals according to the client’s requirements. More than 1100 young and talented students who applied and who were similar to the desired profile, have entered into the inner circle of the candidate selection process for summer practice program. Even 80% of the registered students were from the 4th year of college, which exceeded the result from the last year for more than 30%.