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 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.”

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