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Coke, Unilever Shift Campaigns To Social Media

Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites to social media platforms, such as Facebook and YouTube. Traditional campaign sites are not going away, but both said the long-term future lies with social media on platforms populated by their target consumers.

Coca-Cola will position its official Facebook and YouTube pages as the lead online channels for upcoming international activity for its Coke Zero and Fanta brands. Julie Jeancolas, digital board director at media agency Carat, said, "It's not always cost-effective to produce a site every time you launch a campaign. What we tell clients is to create something ongoing that has scope for community."

Read the whole story at New Media Age »

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