A socially-led multicultural campaign celebrating Black and AA Gen Z talent - generating 37M+ impressions, exceeding targets by 37%, and positioning Coca-Cola as a champion of underrepresented youth.
Address and dispel misconceptions about African American Gen Z being self-involved and disengaged - while creating an authentic platform to showcase the diversity of their talents, ambitions, and social impact. The campaign needed to resonate deeply with the community, not just speak at it.
Partnered with Blavity Inc. for authentic representation and community reach. Developed the "Refresh Your Voice" socially-led video campaign, focusing on three categories of teens actively pursuing their passions: Activists, Wonderers, and Artists.
Featured cultural influencers to amplify the message and leveraged social media platforms to spark conversations rather than just broadcast content - turning Coca-Cola into a platform for real stories of achievement.