The site features behind-the-scenes stories and articles that celebrate Coca-Cola’s past, present and future. The team of seasoned writers produces 12 to 15 pieces of original content every week, covering food, culture, style, sports and well-being, as well as innovation, careers and corporate initiatives at Coca-Cola. Site writers craft feature stories of between 500 and1,500 words, which are usually paired with large hero images or graphics.
Journey’s mission, Moye says, is threefold:
- To deliver content that makes a difference for the business;
- To build brand love and corporate trust;
- And to lead the conversation.
“Our responsibly is to consistently rethink how we communicate about our company,” Moye says. The Journey staff uses data to fuel its editorial calendar, and social media to power their message.
The content site is a rebranding of Journey, a popular, photo-heavy internal tabloid-sized publication for employees and stakeholders in the 1980s. Considered ahead of its time, the site was resurrected in 2012. Since then, Coca-Cola Journey has been not only the company’s publishing arm but also the landing page of coca-colacompany.com. It’s been viewed nearly 102 million times, and receives roughly 1.5 million visitors monthly.
About 75 per cent of Coca-Cola Journey’s content connects back to the company’s products. So how does Journey find these great stories?
They Bring Coca-Cola’s Milestones to Life
Take the 100th anniversary of the Coke bottle, Moye says. Coke turned a single-day event into a yearlong campaign, and Coca-Cola Journey featured a story about sea glass highlighting the bottle’s unique attractiveness to sea glass collectors.
They Tap Into Pop Culture
The Journey story “Grateful Red” — which Moye, a graduate of the University of North Carolina at Chapel Hill’s journalism school, wrote — chronicled the unlikely connection between the Grateful Dead and Coca-Cola. The Dead used a former Coca-Cola building in Novato, California, building as its headquarters there until 2003.
They Put the Human Story Into Human Resources
The 2015 #ShareACoke campaign played a role in one employee’s marriage proposal. #ShareACoke also inspired some craziness here at @pacecomm, too, thanks to me.