Share A Coke: Case Study

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Nov.14, 2014

Published in: Food
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Share A Coke: Case Study

  1. 1. Submitted by: Ranzelle T. Go
  2. 2. Background Georgia, United States on May 8, 1886 Spencerian script logo Coca-Cola was first bottled in the Philippines in 1912 and the country has long been one of the top 10 markets for our products.
  3. 3. The red and white Coca-Cola logo is recognized by 94% of the world's population. Altogether 1.7 billion servings of Coke products are consumed every day.
  4. 4. This started in Australia way back 2011 and it has reached the Philippines by 2014
  5. 5. Objectives - Increase consumption of Coca-Cola. - To get people talking about Coke again. - To show your appreciation to the people around you
  6. 6. Strategy Printed 250 of the country’s most popular names on labels of Coke bottles
  7. 7. The Happiest Thank You September 11, 2014
  8. 8. Results - Initial response across social media has been strong, with thousands of Facebook, Twitter and Instagram users taking pictures with their personalized bottles. As The Wall Street Journal reported, there were more than 125,000 posts about the campaign across all social channels from June 2 through July 14, with 96% of consumer sentiment toward the campaign being either positive or neutral. - Consumption increased significantly during the campaign, up by 7%.
  9. 9. Lessons Learned • Sincerity – As we talk to people everyday, knowing and saying their names would be a sign that we are really sincere in what we are telling them. • Camaraderie– By knowing somebody else’s name, it will make the conversation more personal and through giving named coke it will make everything more SPECIAL.
  10. 10. Sources • https://www.youtube.com/watch?v=H9LGBBWTGgk • http://www.businessinsider.com/facts-about-coca-cola- 2011-6?op=1 • http://www.marketingmag.com.au/case-studies/share-a- coke-campaign-post-analysis-15944/#.VGUNKvmUfS0 • http://www.marketing-interactive.com/look-share-coke- campaign-launch-philippines/ • http://giraffesocialmedia.co.uk/why-the-share-a-coke- campaign-is-pure-genius/ • http://www.coca-cola.com.ph/en/home/

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