Television reaches millions of people every day. So can you create a ground-breaking campaign without it?

The experience of Lisa Winn, Coca-Cola South Pacific’s Sydney-based marketing director, suggests you can.

Recently ranked fourth in the CMO50 2016 awards, Lisa has made her mark by breaking norms and being disruptive.

“In this environment, with the fragmentation of the media, you can’t keep doing the same things you’ve done before and expect the same results,” Lisa said.

Lisa Winn

The CMO50 annual list is aimed at recognising Australia’s 50 most innovative Chief Marketing Officers driving business impact within their organisation

“You need to continually keep pace with the new media environment, and be disruptive to stand out and engage consumers. It’s a function of the world we live in, it’s just a necessity in this day and age.”

Disruptive, design-led thinking

The CMO50 awards recognise those taking the leading role in fostering innovation and new ways of thinking, not just within marketing but also the wider company.

According to Lisa, success in her role requires design-led thinking. “It’s about understanding the user experience,” she said.

“It’s much less about the product or service and more about getting back to the experience that people have in engaging with our brands and enhancing that, whether that’s through our packaging, in-store environment or our design.”

Lisa Winn

Lisa Winn, Coca-Cola South Pacific’s Sydney-based marketing director, recently ranked fourth in the CMO50 2016 awards

Lisa holds one of the most crucial leadership positions for Coca-Cola in the region. Since July 2014 the New Zealander has been responsible for marketing all Coca-Cola Company beverage brands across Australia, New Zealand and the Pacific Islands.

The brands she looks after include Coca-Cola, Powerade, Mount Franklin, Fanta, Sprite, Lift, Cascade, Schweppes (New Zealand), Goulburn Valley, Barista Brothers, Glaceau, Fuze Tea and more.

Lisa Winn

Since 2014, Lisa has been responsible for marketing all Coca-Cola Company beverage brands across Australia, New Zealand and the Pacific Islands

Colourful campaigns

A key campaign lead by Lisa was 2015’s wildly popular “Colour Your Summer” campaign. Conducted entirely on social media, without television advertising, the campaign had customers collect a new range of limited-edition, multi-coloured, 250ml Coca-Cola cans.

The campaign also had major point of difference beyond simply collecting. Every possible combination of six coloured cans was a different code that unlocked unique, colourful experiences, games, content and prizes.

“[It was] all via image-recognition technology housed within our mobile site,” said Lisa. “So the cans, as codes, gave the audience access to a hidden world created just for them.”

It was a resounding success: 8 million cans were sold and 838,000 codes were unlocked over the five months of the campaign. At one point #colouryoursummer was the number-one trending hashtag on Twitter, and not just in Australia but globally.

Lisa Winn

Colour Your Summer: 8 million cans were sold and 838,000 codes were unlocked over the five months of the campaign.

Clever collaborations

Taking a risk on new opportunities has been part of Lisa’s path to success. She’s committed to working with a diverse group of young, talented people to share and develop ideas.

“It’s about tapping into new ideas and new practices that are happening across the marketing and business worlds,” she said.

Lisa brought the Red Garage Ventures team of Jason Hosking and Franki Chamaki into the Coca-Cola fold. The two intrapreneurs went on to create data-science company Hivery, which uses data analytics and machine learning to optimise Coke vending machines.

The 2016 Rio Olympics was also an opportunity for innovation. Lisa’s team joined up with social-content platform Storyful to activate user-generated content in its “That’s Gold” (#thatsgold) campaign. One post alone reached more than 1 million people in Australia.

Top marks and team spirit

The CMO50 honour rewards Lisa’s drive and direction. It’s also a reward for the more than 60 members of Lisa’s team at Coca-Cola South Pacific, and their innovative ideas.

“They have a lot of new ideas,” said Lisa of her team. “They’re more savvy in the new media environment, they look at the world slightly differently to the way I do, and that diversity of thought is incredibly important if we want to be disruptive and engaging. The more diverse thinking, the better the outcome.”