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Share A Coke Campaign Analysis

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by

Tanya Rawal

on 9 March 2016

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Transcript of Share A Coke Campaign Analysis

Background
Teens and young adults were not consuming Coca-Cola products -
50% had not had a Coke
in over four weeks (2010 study). With the soft drink market more competitive than ever, the Coca-Cola Company had to
re-introduce it's brand
to gain consumers.

In summer 2011, Coca-Cola wanted a big idea for an increasingly competitive market and get Australians to sit up and
notice Coke
. A campaign was needed that would make a big splash and disrupt and excite Australians. It also needed to have mass appeal, while hitting the 24- year-old bullseye target.

Coca-Cola had to create a campaign to connect people
on and offline
.
Objectives
1.) Bring back the brand of coca-cola into notice.
2.) Engage
social media
presence
3.) Connect with the people on a
personal level
4.) Make people notice coke in a way that makes them actually
consume the product
, and not just love the brand
Target Audience
Mainly young adults, was targeted
20-29 year old people
People just out of college/ in their first job
Launch
Tools

All kinds of marketing tools were used for this, including Billboard, Television, Digital, etc
Across multiple communication channels
Celebrities with social media presence
Facebook Virtual Coke
#Shareacoke was used to share personalised cokes over social media websites
Consumer Engagement
Zappar App
The "Share a Coke" campaign was first launched in Australia in 2011, with the local executives and the ad agency Ogilvy coming up with the idea. In the years since, the campaign has spread to more than 70 countries, including a U.S. launch last summer.
Virtually "Share A Coke"
Different Countries
Launched in 70 countries
Unique strategy for various countries- China, Pakistan
Budget
A significant amount of Media budget was used for the success of this campaign.
Results
Execution
Coca-Cola printed 150 of the country’s most popular names on labels of Coke bottles for the first time in the brand’s history.
Channels:
• TV (reached 30% of population)
• Outdoor (including digital signage)
• Publicity (seeding kits to key media and influencers)
• Radio (150 custom name songs)
• Mobile (SMS/MMS)
• Facebook (sharing virtual cans and feedback)
Huge Success
Consumption of its cola jumped 7% among young Australians during the inaugural campaign.
The campaign earned around 18.3 Lakhs media impressions
The Facebook website saw a traffic increased by 870% while the Facebook page, on the other hand, grew by 39% in terms of fans.
Around 76,000 virtual Coke cans were shared online
A total of 378,000 custom Coke cans were printed across the country.
The campaign created a positive image of Coca-Cola as a brand
After falling 11 years in a row, Coke's U.S. soft-drink volumes rose 0.4% for the 12 weeks through August. Sales rose 2.5% in dollar terms.
Ogilvy & Mather is one of the largest marketing communications companies in the world, head quartered in New York.

Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries.
Popular campaigns are for American express, dove beauty campaign for dove among others.
Other campaigns in India include vodafone happy to help, center fresh.
Ogilvy & Mather
Online Presence
Full transcript