Coca-Cola | Second Christmas
Brief
Christmas comes once a year. But for football fans, there’s a second one.
That magical stretch between Boxing Day and New Year, when the Premier League goes into overdrive and the nation plants itself firmly on the sofa.
Coca-Cola briefed us to put the brand at the heart of it, connecting with Gen Z football fans, building affinity and turning festive fizz into festive transactions.
The opportunity
Coca-Cola already owns Christmas. We saw an opportunity to help it own football’s version too.
With the Premier League hitting one of its busiest stretches between Boxing Day and New Year, we had a concentrated moment when fans were already tuned in, watching, talking and celebrating football.
Our job was to turn that festive football energy into something Coca-Cola could genuinely be part of.
Second Christmas
The most wonderful time of the year. Again.
We took Coca-Cola’s Second Christmas platform and turned it into a creator-led celebration of festive football.
Instead of simply asking influencers to promote the campaign, we built the content around the experience itself. We put football creators at the heart of matchday, captured the atmosphere as it happened and used those moments to bring the platform to life across social.
Daily offers and prizes gave fans a reason to get involved too, helping Second Christmas feel like more than a promotion. It became a football moment fans could actually get behind.
The execution
We built and managed the influencer strategy, identifying a curated roster of football creators with genuine influence across Gen Z fan culture.
From the Emirates Stadium to fans’ feeds, we shaped content around authentic matchday experiences and timed it to land when attention was highest, from pre-match build-up through to half-time.
Across Instagram, TikTok and YouTube, we wove Second Christmas offers and prizes naturally into the storytelling, turning creator content into participation, not just promotion.
The results
219.9K
Total Views
10.4K
Total Engagements
6.35%
Average Creator Engagement Rate
+112%
vs. 3% Engagement Benchmark
Engagement proved a particular strength, with both creators outperforming the 3% benchmark and peak engagement reaching 7.3%, 143% above benchmark.
Creator relevance also proved more powerful than audience size. Despite having a significantly smaller reported following, Chazza generated 128% more views than Junior, while delivering a 48% lower CPV and 62% lower CPE, demonstrating the value of selecting talent for audience connection rather than scale alone.
