interesting and successful advertising campaign

1. Coke: Share a Coke
Introduction
It is unquestionable to acknowledge that in our day-to-day life we experience diverse
types of advertisement campaigns. They have annexed every characteristic 0f our daily
conversations, our dealings as well as our thoughts to a definite magnitude hence controlling our
manners as both consumers and customers of goods and services. Significantly, advertisements
are the most crucial weapons businesses are using in marketing their products and services. For
this reason, it is important to understand that creating a successful advertising campaigns require
creative minds to ensure promotion. Collecting and exhausting information relating to consumers
and competitors of the existing consumers can develop an enormous advantage of taking
competitive advantage in the market. For instance, share a Coke is a great and a unified
marketing successful advertising campaign that the gigantic firm Coca-Cola believe was a
wholesome marketing genius. This paper focuses on Share a Coke advertising campaign by
discussing the factors that promoted the success of the ad campaign.
Description of the Campaign
Share a Coke is a pure selling genius campaign by the Coca-Cola Company. The
multinational firm created the campaign by banking on the notion that consumers find
personalization absolute irresistible. 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. Share a coke ad featured
modified Coke cans and bottles with the prominent 250 most popular millennial and teen names
in the United States. To an extent of going beyond names, the campaign also encompassed
popular jargon castoff by millennial demographics such as ‘’Bestie’’ and ‘’Wingman’’.

2. 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. For instance, when the campaign Share a Coke was introduced in
Australia in 2011, massive consumption of coke increased by 7%. The massive increment led to
the establishment of the campaign to the United States.
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. Apparently, several strategies should be hold into
consideration in efforts of ensuring a successful campaign. They include positioning, media
channels, integrated marketing communication (ICM), touch points and communication process.
Connecting with the brand at an individual level was one of the key factors that
contributed to the success of the campaign. Through the campaign, the company was connecting
with customers emotionally through personalization. For this reason, the design of the campaign
played a role in encouraging personalization to its consumers in a prospective way. Studies by
(Coke's "Share a Coke" Campaign (2014)) reveals self-expression is key feeling consumers like
to be part off. 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.
Encouraging consumer contribution foundation of online media campaign promoted to
the success of the campaign. The campaign aimed at crafting a vast quantity of social media

3. content by encouraging numerous consumers in participation. As a result, many users engaged
themselves to the campaign on different social media stands such as Twitter, Instagram and
Facebook making it a success.
Conclusion
To sum up, it is evident that advertising campaigns contributes to the success of a
company marketing campaigns in numerous ways. The failure or success of these campaigns is
normally reckoned by the effective measures included by the company in accomplishing its set
of objectives. Media channels, touch points comprise some of the key aspects that contributed to
the success of Share a coke campaign. Therefore, personalization is a core aspect that firms
should integrate in their marketing campaign in order to accomplish their objectives.

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/