" ....share a Coke with "
Hello all , it’s a really great chance to talk about this compaign , one of the most successful marketing compaigns ever and I was really impressed and it really caught my attention even before knowing anything about Marketing , but how was the beginning ??
This compaign has been started in 2011 in Australia by marketing team for Coca-Cola in a room listening to five agencies pitch concepts for Coke’s next summer campaign.
Coca-Cola had an accurate objective for this compaign . The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness especially between teens and young adults and of course numbers of sold cans next summer.
Once there was an accurate objective to be reached , Coke needed to make a personal connection with teens. There is nothing more personal than your name .
Until one day , they’d received a 151-word creative brief that gave them free reign to deliver a truly disruptive idea that would make headlines and capture the country’s attention.The resulting campaign, known internally as “Project Connect” based on its ambition to both strengthen the brand’s bond with Australia’s young adults – and inspire shared moments of happiness in the real and virtual worlds – became known as “Share a Coke.”
How coka cola efficiently got benefits from digital marketing and social media power ?
They started to encourage teens to share their experiences and moments on social media , and because of that :
• Fan-led activity occurred at purchase as thousands shared the exclusivity of finding their name or the names of their friends and families with their online communities.
• #ShareaCoke had 89,000 uses on Twitter and 496,000 uses on Instagram.
• Fans of the programme were also eager to share virtual bottles on ShareaCoke.com.
• There was better than a 1:1 ratio of visits (6.8 million) to virtual bottles made (6.1 million).
• The 14% share rate (against a benchmark of 3–5%) meant over 800,000 virtual bottles were shared on Facebook.
And on ground Coke successfully reached their objectives , that summer in Australia , Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. The campaign has since made its way around the world, reaching more than 70 countries, to date. Coca
The most important part of this compaign and why I loved it the best is “ Share a Coke “ was considered one of the most successful campaigns to date in delivering on the social-at-the-heart.
And the story told by this compaign is that teen influencers are not necessarily mass-reach celebrities and athletes, but there is a growing number of social teen superstars who carry greater credibility with teens than mainstream, broad-stroke influencer.
Note: results resource (https://www.coca-colacompany.com)
