Coca Cola or Coke is one of the famous beverage brands in the world that have its presence it the market for more than a century. Everyone knows Coca Cola, and yet the company still spend massive amount of money each year on their marketing campaigns.
Recently, the sales in the Australian market has been declining, Coca Cola decided to do something different by introducing ‘Share A Coke‘ campaign in 2012 which aimed to increase their brand value and sales.
It’s been reported that the Australian consumers is somewhat ‘introvert’ and ‘egalitarian society’ which tend to not accept big brand until the brand thinks from their level of understanding. Coca Cola then tackle the problem by launching an innovative advertising campaign, manufacturing bottles that have most of the common Australian’s names printed on the them instead of their brand name.
“Share A Coke” – first of its kind marketing campaign that aims to connect and strengthen the brand’s bond with young Australian, inspire them to share happy moments in the real and virtual worlds. Started with just only 150 names, the campaign went viral when consumers purchase the product and share it with their friends online with #ShareaCoke. Coca Cola’s emphasized on purchasing the product for someone else, hence the term “Share” a coke.
Celebrities such as Emma Roberts as an opinion leaders on social media also helped promote the campaign by sharing a Coke with her friend on Instagram.
Through integrated marketing techniques, the brand successfully penetrated social media, retail spaces and outdoor advertising with its personalised “thing”. The campaign saw a massive success with 7% increase in Coke consumption. Starting from Australia, the campaign then made its way around the world by reaching more than 70 countries. During that time, Coke then became a ‘must -have’ object of desire for everyone.
It turns out that consumer love personalisation, by having their name on it or their friend’s name on it , they are more likely to purchase it and share it on social media.
Because the campaign use hashtag, consumers can share the campaign directly
As of April 2016, more than 600,000 pictures were shared using the #ShareaCoke on Instagram.
The campaign is the perfect example for WOM marketing, which is seen as the most effective ways to reach millennials. #ShareaCoke initiated WOM Marketing by producing spreadable content, people share a Coke with others, they spread the word. Consumers love to see their name attached with an iconic brand, such as on Coca Cola’s bottle. What is your thought about Coca Cola’s marketing strategies? Why do you think some consumers went crazy over this campaign? and what about yourself, would you buy it if you see your name printed on the bottle?
DIGITAL MARKETING SPACE 