The document summarizes Coca-Cola's "Share a Coke" marketing campaign from 2012-2013. The campaign printed popular names on Coke bottles to encourage sharing on social media. Its goals were to boost summer sales among millennials and strengthen personal connections to the brand. It proved highly successful, increasing Coke consumption 7% and engagement on Facebook by 870%. The campaign showed that simple, personalized initiatives can powerfully engage customers when shared widely.

1. DIGITAL DIGEST #4
CHANDANI RITESH RAVAL
DRIVING DIGITAL MEDIA FOR
BUSINESS- MRK 634 SBB
#153933189
‘SHARE
A
COKE’
Image Source: storybox.io

2. • Coca-Cola is a carbonated drink introduced as a
medicine by John.
• It is manufactured by Atlanta, Georgia based
company in USA- The Coca Cola.
• Coca-Cola was bought in the 20th century by Asa
Griggs Candler, who made coke the most
dominant beverage soda in the beverage industry
via smart marketing.
• The word Coca-Cola is originated from its two
ingredients, kola nuts, which consists of caffeine
and coca leaves.
• Coca-Cola partnered up with the advertisement
agency partner Oligvy and Mather Australia in
2012 to begin their innovative "Share a Coke"
digital marketing initiative.
• The campaign was first launched in 2012 in
Australia, and 2013 in Britain.
• ATL marketing tactics like TV Ads, BTL strategies
like billboards and a creative marketing aspect in
the campaign were included where consumers
could customize their own bottles.
• The key achievement was credited by the digital
network on which every bottle stated a hashtag
#Shareacoke to allow users to share bottles on
social media with their names.
INTRODUCTION BACKGROUND

3. OBJECTIVE OF THE CAMPAIGN
• Increase the consumption over
summer period in Australia and draw
the attention of people so they start
talking about the brand.
• Connect with customers on a personal
level and persuade them to consume
the product, and just fall in love with
the brand.
• Enhance the social media presence by
engaging with the customers.
Image Source: consumervaluecreation.com

4. TARGET AUDIENCE AND STRATEGY
• Main target audience- Millennials, Young adults from 20 to
29 years of age, recent graduates or people in their first
jobs.
• All different marketing mediums were used like billboards,
television, digital platforms, celebrities with social media
presence, etc.
• For the first time in the history of the brand, Coca-Cola
printed 150 of the most famous national names on labels in
coke, reminding Aussies not only of certain people in their
lives, but also people with whom they might have missed
contact and making it easy for them to reconnect.
• The campaign started trending more on social media
platforms like Facebook and Twitter and more and more
people started participating through Facebook.
• In addition, the initiative had gained mass sharing by
encouraging consumers to connect. Apparently, user must
send SMS with the name of their friend which will be flashed
live on Sydney King's Cross, the famous Coca-Cola sign. Image Source: Marketing Mag

5. RESULT OF THE CAMPAIGN
• Huge Success
• Consumption of its cola jumped 7% among young
Australians during the inaugural campaign.
• The campaign earned around 18.3 Lakhs media
impressions
• The Facebook website saw a traffic increased by 870%
while the Facebook page, on the other hand, grew by
39% in terms of fans.
• Around 76,000 virtual Coke cans were shared online
• A total of 378,000 custom Coke cans were printed
across the country.
• The campaign created a positive image of Coca-Cola
as a brand
• After falling 11 years in a row, Coke's U.S. soft-drink
volumes rose 0.4% for the 12 weeks through August.
Sales rose 2.5% in dollar terms. (Share A Coke
Campaign Analysis) Image Source: SlideShare

6. POINT OF VIEW
• ‘Share A Coke’ campaign is the best marketing ad campaign introduced by The Coco-
Cola company. It only illustrates how a renowned brand such as Coke can engage
customers by encouraging them to alter the logo for their name.
• The impact of this initiative has shown us that personalization is strongly dedicated
and successful only if it can be shared with a wider audience. It not only inspires the
consumer to share, but also helps them to discover their innovative side by
personalizing it.
• ‘Share a Coke’ campaign is a pure call-to-action marketing strategy.
• The campaign Share a Coke shows us that a brand initiative does not have to be
overly complicated. Often, we undermine ourselves by attempting to conceive about a
super special, out of the box concept that really overcomplicates things for both
ourselves and the customers.

7. REFERENCES
• https://www.marketingmag.com.au/hubs-c/share-a-coke-campaign-post-
analysis/
• https://www.digitalvidya.com/blog/case-study-on-coca-colas-share-a-coke-
campaign/
• https://prezi.com/jagsbtpvpyrf/share-a-coke-campaign-analysis/
• https://www.slideshare.net/vamsibodavula/share-a-coke-campaign