Coca Cola- Share A Coke campaignAbout Coca cola:Coca Cola is a soft drink. it manufactured by Coca Cola company located in Georgia, USA.at first Coca Cola was invented as a medicine, however in 20th century Coca-Cola was acquired by Asa Griggs Candler, with the intention of making it a most dominating soft drink in the beverage industry.till today, the secret of Coca-cola formula was not disclosed, but there is a lot of experiments and recipes trying to imitate the flavour of original Coca-cola.
through years Coca-Cola introduces a new variations of Coke, the most popular were Diet coke, Vanilla, and caffeine free Coca-Cola.in 2003 Coca-Cola was available in about 200 countries around the world, and consumed in quantities more than 1.9 billion Beverages a day.Coca-Cola in considered as third most valuable company in the world.Interesting facts about Coca-Cola:Coca-Cola owns about 20 brands, and each brand generates approximately $1billion in sales per year.
There are only two countries in the world where Coca-cola products are not sold, these countries are Cuba and North Koreaon average, Mexicans drink 745 beverages a year, and that makes them a biggest drinkers of coke in the world.Coke says the “perfect” temperature to serve its drink is from from 2 to 4 degrees celsius.Coca-Cola has a product portfolio of more than 3,500 beveragesShare a Coke Campaign: the slogan of this campaign was simply same as its name “Share a coke” encouraging people to share coke with others.in 2011 Coca-cola were looking for a creative and big idea for a campaign for a competitive market in Australia. at first they were focusing at Australian market to increase the interest of their product.in 2012 Coca-cola teamed up with the advertising agency, who were Ogilvy and Mather Australia to launch their digital media campaign “share a coke”.To determine which names they should use, they conducted a research, and calculated that 150 popular names will allow them to reach 42 percent of the Australian population.
Coca Cola printed 150 of Australians most popular names on the coke bottles for the first initiative, The personalization went beyond names and included popular jargon used by the millennials, including “Bestie” and “Wingman.” then the campaign was first launched in Australia in 2012 and then appeared in Britain in 2013. In 2014 inspired by the success and sales growth the campaign returned to the U.S. and was even bigger than the last time, printing 1000 most popular names (four times more than in 2013), more packages and ways to share. Generally Coca-cola brought “Share a Coke” campaign to more than 80 countries around the world. but the most creative tactics came out of China.
For example, they started customizing bottles with famous quotes from movies.The campaign actually did not finish, they are pausing it time to time, and it always appears in the late spring and mainly in summer, when people are more likely to purchase Coca-cola products and share it with others.They also used a variety of marketing techniques, including billboards, TV commercials, element of experimental marketing where customers make their own bottles. However, the most successful was a digital marketing where Coca-Cola pursues people to share their bottles with their names in social media by mentioning the hashtag #shreacoke in each bottle. Target Audience:The innovative marketing plan is targeting teenagers and millennials between 18-25 years olds, allowing them to personalize Coke products with their own names or share it with friends. And the best part is that Coke is making this available through easily shareable digital images as well as actual physical bottles and cans.
research by Hanley-Wood Business Media, 2013 showed that 78% of customers think that businesses that involve personalization techniques are more interesting than others. Even Though, the campaign was not targeting other audiences, people between 13-65 could still take a part without feeling excluded or ignored.Goals and Objectives:The primary objective of this campaign was to increase Coca-cola sales in summer time in Australia.The second objective was to improve the relationship with their consumers, by talking to them through this campaign.
They were looking for a strategy to make people not only consume the product, but also love the brand.Share a coke is a unique and creative campaign that succeed in digital sector, offering its consumers a personalised and unique product. Some of Share a Coke commercials:USA commercial: https://www.youtube.com/watch?v=5-ahnFYzMp8 Nigeria Commercial: https://www.youtube.com/watch?v=Lu2F0aFNpvg Nederland Commercial: https://www.youtube.
com/watch?v=ioQCwhvdaFU Strategies of the Campaign:Multi-Channel Deployment:for the campaign Coca Cola use various channels, like newspapers, TV advertising.but again it was social media where campaign gained awareness, particularly it begun in facebook, where people participated in large scale. Moreover, they had an interesting function where people could connect to each other. Basically consumers had to SMS the Name, then it would be displayed live on the Coca-cola board located at Sydney.
Participation through online media campaign:Share a coke campaign inspired a lot of people to remain active in social medias, and share their photos and feelings with friends. they achieved this level of sharing, simply by targeting consumers who are very active in social media who usually share their photos and posts on Facebook, twitter etc. this is a very smart way to promote your brand, as Coca Cola made their customers as a main tool to promote the brand.
that led people engage in different platforms like instagram.Connecting at Personal level:With this campaign Coca-cola was aiming to emotionally connect with their customers mainly through personalization. Coca-cola felt like they could engage with their customers through personalization, therefore they designed the campaign in a way to encourage personalization. most of Coca-Cola consumers love to express themselves creatively, and stay in touch with their friends.
So Coca-Cola provided this opportunity and focused on this type of customers.Coca-Cola wanted to communicate and become closer to their customers along with promoting their brand, for example, when consumers shares a Coca-cola bottle with the name on it with his/her friend, it feels like he/she is showing some kind of affection rather than promoting the brand.Demanding the Action: the name of the campaign itself “Share a Coke” calls to action, it made people buy coca-cola and share their moments with friends and families.Coca-Cola were looking for a slogan that would catch people’s attention and made them do something, as call for action should be immediately come to mind when customer buys Coca-Cola.Results of the Campaign:7% increase in purchase of Coca-Cola by adults and young customers. coca-cola sales grew first time at 10 years periode.about 380000 of special (named) coke cans printed in australia.
Facebook community globally increased by 6.8%.Coke facebook site traffic also increased by 870% more than 18 million impressions were earned in facebook by the campaign.
76000 virtual coke cans were shared online.and generally boosted the image and reputation of coca-cola as a brand.in September 2014, they calculated more than 6 million virtual Coke bottles creation and shares.All in all, the campaign was very successful, and remains as one of the best Coca-Cola campaigns, and it shows how such an old and reputed brand can engage with the customer simply by allowing them change the logo with their names.
Comments and Opinion:The research i made while studying about the campaign, including my personal experience of buying a Coke with the name on it, left a positive feelings about the campaign.in my opinion, this campaign was a huge success for the company. Firstly, because Coca-Cola used “Share a coke” campaign as a way to engage with their customers, not only to promote the brand name, but also to share some feelings and create positivity among Coca-Cola consumers, the campaign created a lot of memories and smiles, also it seems to me that for such a big companies like Coca-Cola, it is very difficult to speak and communicate with people eye to eye. However, this campaign provided this opportunity. Secondly, looking from Coca-Cola perspective i think “Share a coke” was a successful campaign because, Coca-Cola understood the influence that customers have on the brand, where most of it nowadays comes from social medias. i feel like, using social media was a core factor of success in this campaign,as people were sharing their experience with others, and i personally saw a lot of posts with the Share a coke hashtag mainly in facebook and instagram.Finally, the activity without which the campaign would not be as successful as it is, and this merit goes to a deep and big research made by Coca-Cola, the key part here was a Target market research, where Coca-cola were deciding which customers to target, and as we mentioned earlier, they were mainly targeting teens and millennials, and it was very important , that after the research they were absolutely acknowledged about their target market and were able to make a next step easer.regarding the Ethical side of the campaign, it might face some criticisms.
one of the criticisms, could be that some portion of people can not find their names on the coke bottle, and might think that “if my name is not among the most popular names in the country, i won’t be able to participate in the campaign”, this issue could bother some people, as they feel themselves separated from other customers who got lucky to have their names on the bottle.speaking about myself, with name “ilias” i could not find bottle with my name back in Russia, but this did not change my feeling toward the brand, and i still felt as a part of target customers.i really like how Coca-Cola solved this (probably Ethical for someone) issue, this was by providing an opportunity for everyone to customize and purchase bottles with their own names, and it seemed like everybody loved it. So my last verdict is – the Campaign is very successful and does not contain any ethical issues.Campaigns before and After “Share a Coke”: Coke Zone: a 2008 campaign and it was a reward programs, aiming on capturing customer insights, they used TV and billboard advertisements to raise awareness of the platform.
the key function of the campaign was SMS and email programme that delivered personalized offers, like massages which were triggered by events such birthday. as a result they achieved highest number of visitors monthly.Tweet your christmas wish: 2011 campaign, a little bit later than Share a coke campaign was launched. This campaign was really simple, but very exciting for people who participated, for christmas Coca-cola placed a giant neon sign in Circus.
Then people could write a message through Coke Zone, and the text appeared on the billboard, they even could see everything through live stream of the billboard. i am sure, people had fun with Coca- Cola that christmas.