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Coke share a coke
- 1. Coke: Share a Coke Name: Professor: Course: Date:
- 2. • Share a Coke is a pure selling genius campaign by the Coca-Cola Company • After experiencing a precarious start over integrated marketing strategies, the company infiltrated its coke brand in outdoor marketing, retail spaces and the social media successfully using a tailored paraphernalia • According to the Coke's "Share a Coke" Campaign (2014) personalization is a crucial factor many companies are using in digital advertising for powering and maintaining strategies for their brand and increasing revenues Coke: Share a Coke
- 3. Reasons for the Success of Share a Coke Campaign • Accomplishing a certain set of goals is the fundamental rationale of building advertising campaigns • Markedly, these set of objectives incorporate boosting the rate of sales, aggrandizing brand awareness and establishing a brand • According to (Coke's "Share a Coke" Campaign (2014), the speed of achievement and failure towards achieving the set goals is usually determined by the effective measures used. • The campaign allowed the company to engage with its brand consumers and on the same issue stimulate brand name. As a result, the campaign leveraged their consumer behavior making it’s a success.
- 4. References • Coke's "Share a Coke" Campaign: An Integrated Marketing Success. (2014, December 22). Retrieved from http://incitrio.com/cokes-share-a-coke- campaign-an-integrated-marketing-success/
Editor's Notes
- Personalization of a product or service is not a new concept in marketing. However, it is energetic and fun specifically when it connects to substantial and famous brand like Coca-Cola. It is of undoubted truth to advocate that everyone likes a product that is unique and personal, regardless of it being a soft drink. For this fact, the design of the share a Coke campaign was put in way that it makes the consumer to feel personal and unique through printing names on the Coca-Cola cans and bottle. This is one of the reason that pushed me toward choosing the ad. As aforementioned, the aspect of the ad in making consumers feel unique and special was one of the reason for choosing the ad. The campaign printed 150 names on the Coca-Cola cans and bottles. However, it is typical for people of certain region to calling each other shared slang names hence connecting one person to each other. Specifically, this was one aspect that inspired me from Share a coke campaign. The campaign conveys out the finest in people since it interacts with customers both offline and online using social media platforms such as Facebook and YouTube. Moreover, the campaign via the ‘Bring Out The 007 in You’’ interact with consumers both emotionally and personally. The campaign, ‘Share a Coke’ connects with both consumers and customers at greater personal level. Personalization is the key strategy that the campaign used in engaging with its loyal brand consumers. The strategy encourages the aspect of personalization is an approaching way. It is evident that consumers love expressing themselves in a creative way through hanging around in touch and storytelling with friends. Apparently, the campaign leveraged this feeling among its brand consumers. As a result, the consumers feel excited participating in a lifespan feeling with just buying a can of coke as well as what a person feels identical to James Bond in just 70 seconds. Notably, the ad is pretty appealing to the heart and logic of potential customers in various aspects. For instance, the theme of the ad campaign ‘Share a Coke’ was pretty pure and simple. The company sought after consumers to enjoying and sharing a bottle or can of coke with the people they love, friends and family. Outstanding by the simple and pure notion behind the ad, it lets the both existing and potential consumers to take part with the ad at a no limited point. The narrative behind the ad does not necessarily require to be trailed from the beginning to the kick-off in order for the consumers to conceptualize on the campaign. As a result, this makes the ad significant to potential consumers wishing to highly engage or joining the fun. Finding a name of a person on the bottle of coke, consumers were encouraged in sharing their findings on the social media platform by just using a hashtag #ShareaCoke. Actually, the sharing behavior among the consumers is perceived as an organic strategy of disseminating the brand awareness via social media platforms. Friends and families had the chance of seeing their names by taking a Coke product. As a result, it stimulated them in interacting with the brand. The ad went far from customized bottles. For instance, interactive websites and billboards were created where consumers hoped to get special names on coked products. Therefore, the ad portray the brand unique and special for numerous groups of people.
- The ad, share a coke, incites the emotional feeling of being connected to a close friend or family member. The feeling made countless people to purchase the brand in order to share their memorable moments with their close friends in social media sites. Personally, I vividly recall a day when my cousin shared a name branded Coca-Cola with me in the Facebook. I felt valued a lot even although original intention by the company was to promote the brand. What is more, the act of sharing photos under the trending hash tag #shareacoke in the social media, made consumers feel like they were connected at personal levels. Thus, the ad evokes the feeling of wanting to share Coca-Cola drink with close friends in order to share memorable moments. The Coca-Cola Company can leverage a number of strategies that can improve this advertisement. In future, they should target major global events such as the world cup. Then they can personalize their drinks by sharing the names of renowned players who will be participating in the match. Apparently, the sales would significantly increase since football fans would purchase the brand in a bid to share it with their favourite soccer players. The other strategy can be adopted to improve the Share Coca-Cola ad is to give promotions to some of the consumers adopt this technique as way of sharing drinks with their friends or close relatives. This should be done randomly without any preference to any age group. Lastly, they should reduce the average time used to advertise the brand. This is because studies have shown that ads are most effective when they are read quickly. The excess vague hints and verbiage should be removed from the ad. There are several follow up measures that I would adopt in order to increase the Coca-Cola brand awareness. First, I would consider I would consider paying Google in order to make it an ADSense auto ads. This technique would help the Share Coca-Cola ad trend a lot since it would be appearing in the front of the popular internet pages. The other technique is to use the email marketing strategy. I would use the customer’s data to create a personalized message. Also, I would contracts many media firms to advertise the brand. The other technique is to reward customers who often shares memorable moments with their friends via drinking Coca-Cola brands. Personally, I think that this ad would be more successful in developed countries compared to developing or underdeveloped countries. This is because the majority of the citizens living in developed countries leverage the social media sites in order to connect with their relatives and friends. Thus, more people are likely to buy the brand in order to share great moments with their friends who literally might be many miles away. On the contrary, very few citizens have social media accounts in underdeveloped countries. This means that only a handful will have the opportunity of seeing their names getting published in social sites after consuming a Coke product. Thus, this advertisement strategy is more successful in developed countries than in developing countries. For this advertisement to be effective in developing and underdeveloped countries, the channel predominately used to advertise should be changed. Instead of using the social media platform as the major medium of advertisement, the company should advertise the brand mainly in the mainstream media channels. This practically include TV stations, Radio, and newspapers. Through this way, the sales earned would significantly rise.