WE DID
Objective
In response to increasing hiring needs, Coca-Cola Southwest Beverages (CCSWB) secured its first-ever television ad, which would air across Texas and Oklahoma during the Big Game. To promote the company, its hiring needs and creative approach in utilizing a Big Game ad, CCSWB needed visibility across key markets in Texas and Oklahoma to reach potential employees - while simultaneously generating excitement among current employees and stakeholders around the exposure.
Approach
The Sunwest team developed a comprehensive media relations plan covering markets across Texas and Oklahoma to secure relevant business media and lifestyle coverage, while offering a behind-the-scenes peek at the commercial footage. In addition to developing media materials such as a formal press release and talking points, Sunwest coordinated a corresponding social media campaign that showcased the company’s people even more through behind-the-scenes footage. All outreach was meticulously developed to highlight CCSWB’s people and culture, offering media targets insight into the company and its creative approach to hiring in the 2022 market.
results
Sunwest secured 30 editorial placements across broadcast, online, print and radio outlets and reached six key DMA markets across the region, from Corpus Christi and Bryan to DFW and Oklahoma City. Sunwest’s media relations efforts generated editorial feature stories among target regional media, including: The Dallas Morning News, KTVT, WFAA, KXAS and more. The total number of impressions for this outreach equaled more than 6.2 million viewers.
CCSWB’s career site traffic went up 40% overall, increasing by 21% on the day of the Dallas Morning News digital article alone. When the ad ran during the Big Game, traffic increased by 168%. On social media, the ad generated increased engagement across all platforms. Sunwest’s efforts resulted in 15 total posts/stories, with 36,030 impressions, 4,703 engagements, and 1,143 link clicks to the hiring website.