ADV 420 Final Presentation

1. Digital Strategy by Jacklyn Ho
ADV 420

2. Introduction
O Coca was created in the year 1886 by an Atlanta
pharmacist, Dr. John S. Pemberton.
O Just two years after it was created, it because the
world’s #1 selling sparkling beverage.
O In the 1970s is when
Coca-Cola’s advertising
started to reflect the
theme, “fun, friends
and a good time.”

3. Situation Analysis
O Coca-Cola’s digital/web presence is strong
however there are improvements that can be
made. As a millennial, personally, I don’t really go
out of my way to check out Coca-Cola’s social
media platforms and a majority of my peers don’t
do that either.

4. Objective
O We want to increase their social media
presence by including interactive media
throughout all of their social media
platforms. Something that will get the
customers more engaged in their content!

5. Strategy
O Coca is known to have interactive ads but
why not add it onto their websites as well
as their Instagram and their twitter to
increase customer engagement?

6. Tactics
O Idea: One interactive advertisement would be customers would
go onto the site and there would be an app, with being able to
access the consumers’ camera, make it look like the consumer
was in a Coca-Cola commercial. The entries have to follow
Coca-Cola’s theme of fun, friends and a good time. With many
entries, Coca-Cola can take them and make an actual
commercial/compilation of everyone enjoying the drink. This
opportunity can be accessed through both phone and laptop

7. Target Audience
O This opportunity would be targeted
towards:
O Consumers who like to drink Coca-Cola
O New consumers
O The incentive to new consumers to consume
Coca-Cola would be the chance to be part of
a commercial.

8. Actions
O Going from June to August, Coca-Cola
can advertise on twitter, Instagram about
the app on their website and that entries
will have the possibility of being a part of
their next commercial.

9. How will decide who?
O In order to decide which entries go into
the commercial, Coca-Cola will choose
the ones that truly represent the theme,
“fun, friends and a good time.”

10. Measurements
O In order to measure how well this goes,
Coca-Cola can measure the site
engagement/entries and clicks as well as
the ROI for the advertisement.