Abstract:

This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca- Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave naturally in traditional research environments - it is necessary to meet them in their natural habitat, when we need the youth to be Creative, connected, engaged, available 24 / 7. youth are known to become bored easily, have short attention spans, and easily dismiss the un-cool (research!). So we decided to meet them in their playing field - Facebook. By developing an ongoing relationship with the consumer, we were able to achieve low attrition rates. Brand teams can access the community in real time - and are using it for multiple tactical and strategic research.