Content and Connection Plan from Family Dollar

1. Content and Connection Plan from Family Dollar Beth Egan - Shopper Marketing Director, CCNA Marketing – HQ Department Info.shoppermarketing@coca-cola.com

2. Shared Media Connections Plan September 3, 2013

3. We Have Specific Objectives Along The Path To Purchase… Pre-Shop Shop Post-Shop Awareness Purchase Advocacy Retailer Earn place in storeconsideration set Deliver excellent in-store experience and valueto shoppers Build loyalty/return trips Manufacturer Become top-of-mind forthe shopper Drive to purchase Create vocal advocates Family Dollar + Coca-Cola Establish FDO as a reliabledestination for Coca-Colaand national brand snacks at lowprices Make it easy for the FDO core shopper to grab a Coca-Cola & snack solution Convert Shoppers to Buyers Give core shoppers compelling reasons to help us spread the word and amplify our message

4. …That Permeate All The Way Down To Specific Objectives By Media Node Pre-Shop Shop Post-Shop General Objective Establish Family Dollar as a reliable destination for Coca-Cola and national brand snacks at low prices Make it easy for the Family Dollar core shopper to grab a Coca-Cola & snack solution Give Core shoppers compelling reasons to help us spread the word and amplify our message Radio Overcome issues of quality perception by reinforcing Coca-Cola and national brand snacks consistent availability at Family Dollar Bus Shelter/ Out-of-Home Poster Reinforce consistent low prices & reassure her she will find Coca-Cola & snacks at Family Dollar at all times Circular Create awareness of specific Coca-Cola and national brand snack deals Store Entrance Create awareness, plant the seed. Get her to think about Coca-Cola and snacks and point her in the right direction Destination Rack Help her make a purchase decision. Help her relate to the occasion, highlight the solution and communicate the price clearly Digital WOM Platform Engage her to activate a Word-Of-Mouth loop Drive traffic to Family Dollar and establish it as a reliable destination for Coke & national brand snacks

5. Two Brands, One Occasion, One Shopper =ONE Core Creative Idea Helping Her Say Yes To More Moments of Family Happiness

6. Psychological Drivers in Social Gifting In the gift economy, social generosity has two key drivers: Altruistic Egotistic a reflection on the perception I have of you strengthens bonds between me and others gives me status

7. Shared Digital Engagement Objectives Drive traffic to Family Dollar and establish it as a reliable destination for Coca-Cola and national brand snacks Create investment efficiencies in media through social sharing, engaging her to activate Word-of-Mouth loop investment WOM time

8. Shared Digital Engagement Mandatories To deliver WOM at scale we need to create a social engagement that: • Delivers social kudos to the sharer • Great deal • Great offer • Time limited • First/biggest to engage Enjoy Moments of Happiness (Self) Helping Her Say Yes To More Moments of Family Happiness • Isvaluableinformation for the people they care about • Offers • Personal passion points • Shared experience Provide Moments of Happiness (Family & Friends) Provide & Enjoy Moments of Happiness (Self, Family & Friends) • Post shop, delivers on What’s In It For Me • Unique incentives • Added value

9. Family Dollar and Coke help Mom say: “YES TO HAPPINESS” by rewarding every bundle purchase with a weeklycrowd-sourced reward to make family moments special.

10. How it Works - Overview REPLACE WITH PYRAMID GRAPHIC Coke and Family Dollar announce three potential rewards each week through Facebook. Mom votes through unique hashtags to pick the reward of the week, explaining why she made her choice: “I choose #movies since my son loves Spongebob!” She is also rewarded for sharing and getting her friends to vote. Winning reward is announced via Facebook and she is directed in-store to purchase a Coke and snack bundle. At register she receives a code on the bottom of her receipt that allows her to collect her reward online. Further new weekly rewards drive her back in-store repeatedly.

11. How it Works – Mechanics • Three reward options are posted on the Family Dollar Facebook page each week for the shopper to vote on. • Awareness of the program for test will be supported by Family Dollar Facebook hyper-targeted posts, key influencer Twitter posts, paid Facebook ads and traditional media. • Shoppers vote using the hashtag associated with the reward of their choice (i.e. #movies or #comics) on Facebook or Twitter. • We reward our shopper for voting PLUS, for getting her friends to vote, she receives a small digital reward, adding surprise and delight to the experience. • At the end of the week the most voted hashtag is the winning reward. • The following week, for purchasing a Coke and snack bundle in the Family Dollar store, shopper gets a reward code at the bottom of her receipt. • The messaging on the receipt drives her to a website to redeem her reward. • The process starts again. (repeat for duration of program)

12. How it Works – Communication Flow Facebook Media OOH Radio Community Manager Family Dollar Facebook Vote for weekly value add for purchase Twitter Key Influencers Surprise & delight social rewards Share on Facebook Redeem Offers @ Facebook Coupon Sites Post to news feed Family Dollar Receipt Offer 2nd tier award for sharing Family Dollar In Store Word of Mouth Paid Media At Home Occasion Shopper’s Family Photo Sharing Facebook Family Dollar Retail Shopper

13. Example Journey 2) She visits the Family Dollar Facebook page & sees a post about the bundle rewards 1) She sees a Tweet from a friend that just voted Just voted for #movies as this week’s reward at @MyFamilyDollar. http://bit.yl/hrys 5) She shares the reward with her social networks (WOM) 3) She adds her vote: “ I vote for #movies. My daughter loves Selena Gomez! ” 4) Next week she goes in store, buys bundle & gets reward code on receipt

14. Media Connection High Level Plan Post-Shop/Advocacy/ WOM Pre-Shop Passive Pre-Shop Active Promotion Hub Voting Shop Radio Ad Family Dollar Facebook Store Entrance Bus Stop/OOH Circular – Mail & Newspaper Family & Friends WOM Shopper Twitter Shopper Facebook Facebook or Twitter Voting Shopper Facebook & Twitter Posts Destination Rack Coupon/Deal Website (WOM) Family Dollar Twitter Family & Friends WOM Promotion Redemption from Receipt: drives to branded redemption site Receipt w/ Reward Code Facebook Ad Family Dollar Email (Tentative) Incentive sharing drives repeats visits to store (Buy bundle to get x) Advocacy Loop and Earned Media Reach

15. Why this works for Say Yes to Happiness Voting for rewards delivers on Shared Mediamodel Shared media platform builds brand love for both Family Dollar and Coca-Cola by empoweringshoppers through giving them a voice Rewards deliver on ‘Say Yes to Happiness’ – giving mom a little something extra to bring home Rewards deliver on shopper mom’s passion points for herself and the family – entertainment at home Rewards embed the ritual of family moments that matter, with Coke and snacks at the centerof the experience

16. Execution Considerations/Things to Resolve • Rewards must: • be relevant to the at home snack occasion • have a high value perception to shoppers • be low cost to Family Dollar and Coke • be easy for the shopper to redeem • require no added effort from Family Dollar employees • All awareness collateral must have social media URL/hashtag • Due to test market timing and scope, the reco is to work with third parties with existing turnkey solutions to deliver the voting, rewards and redemption mechanisms.

17. Media nodes

18. Coca-Cola Family Dollar Paid Media Plan

19. Media Node: Radio Pre-Shop • Shopper Mindset: “Inactive Listening” • She might be riding to/from work, running errands or simply going about her daily routine. She’s focused on the task at hand, not really thinking about shopping, let alone Family Dollar or Coca-Cola • Shopper Insight: “Quality Perception” • She does not think of Family Dollar as a reliablesource of high quality CSDs/Snacks for At-Home Consumption • Communication Objective • Introduce the contest promotion and reinforce Coca-Cola and national brand snacks consistent availability at Family Dollar • Key Message • Example: “Family Dollar wants to reward you for picking up Coca-Cola and name brand snacks, allowing you to bring home even more happiness for you and your family. Vote for your favorite reward each week and tell all your friends too!” • Messaging Hierarchy • Emotional  Functional

20. Media Node: Bus Shelter/Out Of Home Posters Pre-Shop • Shopper Mindset: “Tuned Out” • She’s waiting for the bus, or simply walking/driving by. She’s most likely thinking about many things at once, looking forward to what lies ahead • Shopper Insight: “Low Prices, If You Luck Out” • She credits Family Dollar for offering low prices and convenient locations, but does not trust she can consistently find the products she loves & trust • Communication Objective • Primary: Grab her attention with the promotion program. Reinforceconsistent low prices and reassureher she will find Coca-Cola and Snacks at Family Dollar at all times • Key Message • Example: “Family Dollar is your go-to store to buy Coca-Cola and snacks and rewards you with family fun.” • Messaging Hierarchy • Emotional  Functional

21. Media Node: Facebook Ads Pre-Shop • Shopper Mindset: “Autopilot” • She goes to Facebook to be entertained, check in on her friends and seek out information. • Shopper Insight: “WIIFM?” • She seeks information from and is highly influenced by time-based information. • Her actions are driven by emotion. Ultimately, sharing is driven by ego. • Communication Objectives • Primary: Recruit new audiences on Facebook, drive them to the Family Dollar Facebook page to find out about the promotion. • Introduce the Coke voting/reward program and put Family Dollar as a top of mind retailer • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks • “Family Dollar rewards me for shopping”, Puts Family Dollar above other retailers • Key Message • Example: “Family Dollar is your store for Coca-Cola and x brand snacks. Say #YEStohappiness and let us reward you with fun for the whole family.” • Messaging Hierarchy • Emotional  Functional

22. Media Node: Circular (Nov. 3*) Pre-Shop/Shop • Shopper Mindset: “Looking for Deals” • She is building her shopping list and looking for deals to determine where she goes and what gets on her list. • Shopper Insight: “Quality Perception” • She does not think of Family Dollar as a reliablesource of high quality CSDs/Snacks for At-Home Consumption • Communication Objective • Overcome issues of quality perception by reinforcing that Coca-Cola and national brand snacksare availableat Family Dollar at great prices • Make Family Dollar her store of choice by showcasing the promotion program. “No other store rewards me like Family Dollar” • Key Message • Example: “Choose Family Dollar as your go-to store for Coca-Cola and name brand snack and get rewarded with more than just great prices.” • Example: “Vote for family rewards from Coke at Family Dollar and get them in store next week. Check us out on Facebook” • Messaging Hierarchy • Pack/Price  Functional *10/20 Circular – Coke & Mondelez pack/price; 10/27 Circular – 2L pack/price

23. Media Node: Family Dollar Email (tentative*) Pre-Shop/Shop • Shopper Mindset: “Autopilot” • She’s checking her influx of emails and sees a Family Dollar email about the new promotion that catches her attention. • Shopper Insight: “WIIFM?” • She is partially invested but what is going to put Family Dollar above her choice of retailers? • Communication Objectives • Primary: Activate her connection to Family Dollar to drive traffic to store by rewarding her purchase of Coke/snacksand encouraging her to vote. • Introduce the Coke voting/reward program to current email list shoppers • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks • Weekly updates of prizing options • Key Message • Example: “Get rewards you want by voting on Facebook and buying Coke and snacks at Family Dollar.” • Example: “This week’s reward by popular demand is x.” • Messaging Hierarchy • Emotional  Functional *Feasibility to be confirmed by Family Dollar (Thad Wengert)

24. Media Node: Family Dollar Facebook (WOM) Pre-Shop/Post-Shop • Shopper Mindset: “Consume  Share” • She’s constantly seeking information to consume, and in the process, selects what information to share. She feels sharing is a key part of being linked to friends, family and the community at large. • Shopper Insight: “WIIFM?” • She seeks information from and is highly influenced by time-based information. • Her actions are driven by emotion. Ultimately, sharing is driven by ego. • Communication Objectives • Activate WOM loop to drive traffic to Family Dollar store to purchase Coke/snacks for a reward: • Introduce voting/reward program and be the hub for communication of promotion • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks • “Shareability” – Drive her to share her “Happiness” moment for earned media and WOM • Drive Facebook Likes - Promote the weekly voting • Use UGC to ‘prove’ value of promotion in hub • Key Message • Example “Say #YEStohappiness and let Family Dollar and Coca-Cola provide you with your family’s favorite snacks and rewards.” • Example “Vote each week to choose a new reward.” • Messaging Hierarchy • Emotional  Functional

25. Media Node: Family Dollar Twitter (WOM) Pre-Shop/Post-Shop • Shopper Mindset: “Consume  Share” • She’s constantly seeking information to consume, and in the process, selects what information to share. She feels sharing is a key part of being linked to friends, family and the community at large. • Shopper Insight: “WIIFM?” • She seeks information from and is highly influenced by time-based information. • Her actions are driven by emotion. Ultimately, sharing is driven by ego. • Communication Objectives • Activate WOM loop by engaging with shopper/social influencers to drive traffic to Family Dollar store, purchase of Coke/snacks, and to encourage voting: • Introduce the voting/reward program and drive shopper to Family Dollar Facebook • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks • “Shareability” – Drive her to share her “Happiness” moment for earned media and WOM • Driving Twitter retweets - Promote the weekly offer and encouraging voting • Key Message • Example “ Vote for your favorite reward for buying Coke and snacks next week at Family Dollar. #YEStohappiness” • Example “Vote weekly, shop and get x. #YEStohappiness” • Messaging Hierarchy • Emotional  Functional

26. Media Node: Coupon/Deal or Giveaway Website (WOM*) Pre-Shop • Shopper Mindset: “Looking for Deals” • She is building her shopping list and looking for deals to determine where she goes and what gets on her list. • Shopper Insight: “Quality Perception” • She does not think of Family Dollar as a reliablesource of high quality CSDs/Snacks for at-home consumption. • Communication Objectives • Leverage promotion/deals to drive traffic to Family Dollar store for redemption of rewards for purchasing Coke/snacks. • Introduce the Coke contest promotion • Introduce/reinforce Family Dollar as destination for Coca-Cola and national brand snacks • Emotional driver for WOM sharing: “Family Dollar rewards me for shopping and I could get something for us all to enjoy this evening” • Key Message • Example: “Family Dollar is your store for Coca-Cola and x brand snacks. Say #YEStohappiness and let us reward you. Vote weekly for your favorite rewards.” • Messaging Hierarchy • Emotional  Functional *Opportunities for unpaid WOM on such sites may be limited based on size of test markets

27. Media Node: Store Entrance (tentative*) Shop • Shopper Mindset: “Autopilot” • She’s rushed, just walking into the store, not paying attention, barely starting her shopping mission. She might be thinking about her list but is barely finding her bearings • Shopper Insight: “Turn On The Lights, Early” • Engaging her early in the shopping mission increases our chances of converting her from shopper to buyer • Communication Objective • Create awareness, plant the seed. Get her to thinkabout Coca-Cola and snacks and point her in the right direction • Key Message • Example: Say YES to happiness, straight ahead • Messaging Hierarchy • Emotional  Occasion *Coke exploring feasibility via Valassis security pedestals

28. Media Node: Destination Rack Shop • Shopper Mindset: “Selection Mode” • She’s well into her shopping mission, actively deciding what to buy (and what not to buy). More rationalbehavior takes place as she weighs her options • Shopper Insight: “Easy Does It” • Simplifyingher choices and presenting thoughtful solutions are key in getting her to choose Coca-Cola and snacks together. A clean, well-organized product display enhances our chances to drive a purchase decision • Communication Objective • Help her make a purchase decision. Help her relate to the occasion, highlight the solutionand communicate the priceclearly • Key Message • Example: Family Dollar and Coca-Cola make it easy to grab everything you need so you can say yes to happiness. • Messaging Hierarchy • Occasion  Pack/Price  Emotional

29. Media Node: Family Dollar Receipts Shop • Shopper Mindset: “Ready To Go” • She’s (almost) donewith her shopping mission. She wants to make sure she got what she needed and stayed within budget • Shopper Insight: “Last Chance” • Shoppers turn inward towards the end of the journey so we need to tell/remind her about her reward. • Communication Objectives • Receipts feature reward code, URL and messaging, tying back to Say Yes To Happiness: • Reward her for purchasing Coca-Cola and name brand snacks • Create positive brand association driving advocacy and WOM • Key Message • Example: “Say Yes To Happiness and go to XX website to get your happiness reward.” • Messaging Hierarchy • Functional  Emotional

30. Media Node: Shopper Facebook/Twitter Pre-Shop/Post-Shop • Shopper Mindset: “Consume  Share” • She relies on her peers and influencers online to inform her decisions. If she sees something beneficial, she will share with her own audience. • Shopper Insight: “WIIFM?” • She seeks information from and is highly influenced by time-based information. • Her actions are driven by emotion. Ultimately, sharing is driven by altruism and a need for commune. • Communication Objectives • Primary: Activate WOM loop to drive traffic to Family Dollar store purchase of Coke/snacks for a reward and drive voting via social: • Leverage peer recommendations to make Family Dollar a top of mind retailer for the shopper • “Family Dollar rewards me for shopping, I could get something fun for the whole family” Emotional driver for WOM sharing • “Shareability” – Drive her to continue to spread the word of the program and vote • Key Message • Example: “Family Dollar and Coke rock! Look what I got!” • Messaging Hierarchy • User Generated Content

31. Media Node: Family & Friends (WOM) Pre-Shop/Post-Shop • Shopper Mindset: “Autopilot” • She is going about her day and runs into a friend. As they chat her friend discusses her recent trip to Family Dollar and the Bundle Battle. • Shopper Insight: “WIIFM?” • The incentive has to be high enough to garner her attention and be worth her time to actively plan and go in store. Recommendations from peers receive higher influence. • Communication Objectives • Activate WOM loop to drive traffic to Family Dollar store for purchase of Coke/snacks for rewards : • Leverage peer recommendations to make Family Dollar a top of mind retailer for the shopper • “Family Dollar rewards me for shopping. I could surprise my family with a movie tonight.” Emotional driver for WOM sharing • “Shareability” – Drive her to continue to spread the word of the program • Key Message • Example: “Family Dollar’s letting us call the shots! Vote to choose your favorite reward. • Example:Shop at Family Dollar to get great deals on Coke and snacks and collect rewards!” • Messaging Hierarchy • User Generated Content

32. APPENDIX

33. Creative Platform Say Yes to Happiness Family Dollar and Coca-Cola facilitate moments of happiness with simple solutions that let Mom say yes.

34. Social Media: a.k.a. ‘The Gift Economy’ Essentially, people online exist within a gift economy This economy’s framework/dynamic is built on ‘social generosity’ Value is created through emotional connection, not purchase

35. Why it works for Social By creating a weekly voting process, it will keep her interested in Coke and Family Dollar and engaged constantly. Rewards for voting and for sharing with friends to get them to vote, enhances the experience. Allows for Family Dollar to keep content on social channels fresh with new news each week and gives us more opportunities to speak to the shopper. Easy to understand messaging that can live across above the line and on digital media channels. A sense of ownership makes mom more driven to purchase and a part of the Family Dollar community.

36. Thank you

37. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com