Launching Coca-Cola's 'Share the Magic' Campaign on TikTok

Brand: Coca-Cola
Partners: TikTok & Havas Atlanta
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#ShareTheMagic Challenge

When Coca-Cola sought to engage Gen Z with a debut campaign on TikTok, they wanted to do so in a meaningful way. So, they teamed up with Subvrsive; Havas Atlanta; Grammy-nominated artist, Khalid; and “Renegade” dance creator, Jalaiah Harmon to launch the #ShareTheMagic hashtag challenge. The challenge highlighted BIPOC creators and invited users to #ShareTheMagic in their own way to the soundtrack of Khalid’s new song, “Open”.


Making a Splash on TikTok

Because of our extensive experience and multi-year partnership with TikTok as an official Branded Effects partner, we were able to lead strategy and execution of the AR Branded Effect. Our work on this campaign resonated directly with the target audience and was just as much about helping communicate the big idea as it was about leaving room for the TikTok community to respond authentically.

In the end, the Branded Effect generated over 104 million impressions and 69 million views (34x TikTok’s benchmark), and publications like AdWeek, AdAge, Marketing Dive, and People Magazine wrote about the campaign, helping to amplify the story and reach even more people.



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@cocacola Thx to @thegr8khalid for welcoming us to TikTok and helping share some real magic. Use #ShareTheMagic to join in and show us your talent. ✨ #ad ♬ Open - Khalid feat. Majid Jordan
@cocacola We’ve got @jalaiahharmon out here showing us what #ShareTheMagic really means. Show us what you got! #ad ♬ Open - Khalid feat. Majid Jordan
@cocacola Check out @jalaiahharmon 's latest dance, and #ShareTheMagic with us! #ad ♬ Open - Khalid feat. Majid Jordan