Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke” This report analyzes the complete posting activity and impact generated in the campaign across Facebook, Twitter and Instagram. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.

1. Campaign Analysis
#shareacoke
A social media content analysis of one of Coca-cola’s
major campaigns for the summer of 2014.
20 Jun 2014 - 10 Sep 2014

2. Executive Summary
Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central
theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”
This report analyzes the complete posting activity and impact generated in the campaign. It looks at which networks are generating
the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.
Data Highlights
❖ Facebook is the leading network for fans: Has over 90% of total community in this industry.
❖ Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.
❖ #shareacoke theme was 50% of the brand’s posting effort through reporting period.
❖ #shareacoke generated 75% of the brand’s engagement during the same period.
❖ #shareacoke was one of the biggest social media campaigns from any soft drink brand this summer
Report dates Jun 20 - Sep 10, 2014

3. Industry Landscape

4. Chart: Global Fan Leaderboard
Fan counts for each brand’s social media
accounts on the last day of the reporting
period, Sep 20.
1.
Facebook averages over 90%
of the total community size.
2.
Pepsi is least-centered on
Facebook, with 60% of their
fan base on Facebook.
Report Dates: Jun 20 - Sep 10, 2014
Facebook is the dominant network for reach
1
2

5. Chart: Global Engagement
Leaderboard
Total of engagements generated by each
brand’s content, per network.
1.
70% of total engagement was
on Facebook.
2.
Coca-cola’s Instagram
engagement total is
approaching it’s Facebook
engagement number.
3.
Mountain Dew and Sprite have
more total engagement on
Instagram than on Facebook,
despite their Facebook pages
having many more fans.
Facebook also leads in total engagement
1
2
3
3

6. Campaign Performance

7. #shareacoke one of the major content themes of the summer
Chart: Global Subject Explorer
Terms appearing in the text of all brand
posts on Facebook, Twitter and
Instagram for entire industry.
1.
Few other campaign themes,
indicated by hashtags or URLs,
have nearly as many posts.
Blue color indicates below
average engagement rate,
although fan count and
engagement rate are often
inversely related, and Coca-cola
has a very large fan base.
1

8. Instagram driving large portion of campaign’s engagement
Chart: Global Subject Analyzer
All brand posts for Coca-cola’s
#shareacoke campaign.
1.
Instagram is generating high
engagement rate.
2.
Fairly even posting volume
across Facebook, Twitter and
Instagram, Facebook and
Instagram drive the majority of
total engagements.
3.
Fan posting concentrated
towards beginning of
campaign.
1 2
3

9. Campaign was around 50% of brand’s total posting
Chart: Global Content Analyzer
All Coca-cola posts on Facebook, Twitter
and Instagram.
1.
Campaign was 69 of 140 posts
during the reporting time
period.
2.
Campaign’s engagement rate
of 1.86% was 39% higher than
the brand’s overall average
during the same time period.
Campaign generated 75% of
Coke’s total engagement
during the same time period.
1 2

10. Top 3 most engaging posts from #shareacoke campaign
Chart: Top Posts
A ranking of the most engaging posts for
the campaign theme selected. A post
from each network, Facebook, Twitter
and Instagram, made the top 3.
The top 3 campaign posts
ranked by engagement rate,
starting with Instagram, Twitter
and Facebook.
1

11. Community Participation

12. #shareacoke Facebook fan posts
Chart: Daily Posts
Daily volume of fan posts to Coca-cola’s
Facebook page with the hashtag
#shareacoke.
1.
Fan posting started strong, but
tapered off. Parallels brand
posting trend on slide 8, note
3.
Chart: Top Posts
Sample of the most engaging fan posts
for the campaign theme #shareacoke.
2.
Campaign’s theme is well-suited
for community
generated content.
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2

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