Diet Coke launches Facebook hub to back Love it Light campaign

Diet Coke has launched a content hub on Facebook for its Love It Light campaign as it looks to social networks to drive engagement with its target audience.

The FMCG giant revealed earlier this year it was shifting its digital focus away from traditional campagin sites towards community platforms such as Facebook and YouTube.

The hub, developed by FullSix, can be accessed at facebook.com/dietcoke and will sit on the global Diet Coke Facebook profile. It aims to tap into the daily social networking habit of the brand’s core audience of 17-29-year-old women.

FullSix has also created a series of webisodes featuring the characters from the TV ad campaign, Eleanor, Bernadette and Irene, which will run on YouTube and Facebook.

Viewers can interact directly with the women via video messages. Diet Coke will run a major online campaign across targeted sites to drive traffic to the Facebook hub, including ads on Facebook.

A Coca-Cola UK spokesman says: “Facebook allows us to engage in a two-way conversation with our target audience and is a fantastic medium for engaging both new and existing Diet Coke fans with the Love It Light campaign.”

This story first appeared on www.nma.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here