Social media marketing; content & value creation.
Coca-cola: Unlimited creativity in Social Media Marketing.
Before going into Coca-Cola's digital marketing campaigns, I would like to ask you: Have you ever seen advertising videos of Coca-Cola on TV or social networking platforms like Youtube or Facebook?. I think everyone here says yes, except for those with a non-tech lifestyle (I am just kidding). But really, what I'm saying here is that the marketing campaigns of Coca-Cola on social media are successful.
Throughout the process of brand formation and development, Coca-Cola has run many advertising campaigns worldwide. In this blog, I will only mention the most famous campaigns, helping to bring Coca-Cola to a new level and achieved vast numbers of consumers. I will first talk about social media (SM) platforms classifications by purpose, including four main categories: Social Community, Social Entertainment, Social Publishing, Social Commerce. These advertising campaigns of Coca-Cola use Social Publishing purposes with using two SM platforms: Youtube and Facebook. The campaign, called "Share a Coke" was launched in Australia. The brand has brought more than 150 of the most famous names in Australia to personalize each bottle or can of Coke. Taking advantage of the rise of social media, Coca-Cola has encouraged consumers to post pictures of themselves with bottles with their names on social networking sites such as Facebook or Twitter. This wave has sparked a trend in Australia, helping the brand achieve considerable success. Here is a video about the achievement of this campaign: "Share a Coke" Australia
So, why does this campaign receive such great follow and support? I will give a few reasons: Coca-Cola has considered creating content as a pillar. Content marketing is what determines whether consumers pay attention or not. Besides, Coca-Cola has aimed at customer value, especially in this campaign; Coca-Cola has relied on symbolic/expressive values that give personal meaning as a self-expression product. Therefore, consumers feel excited when they have a can of Coke with their name as a symbol; in other words, Coca-Cola has hit the consumer's psychology to want to differentiate and share the special in their name with others.
Do you think Coca-Cola is a highly innovative brand in the field of Digital Marketing through its campaigns?
Yes, I do think the campaign "Share a Coke" was amazing. I remember when I was in high school, I used to spend hours in many supermarket and convience store to look for a bottle with my name on it. Coke did create more value for their product by their contents.
ReplyDeleteHi, I love your blog because of the story-telling vibe it gave me. The way you give the question make your blog more interactive to the readers. Reading this blog, I feel like we are talking rather than just reading by myself. However, I think your blogs lack of visual content such as images, photos to manifest your ideas.
ReplyDeleteThis is so interesting, after reading this I also want to have a bottle with my own name on it ^^. The strategy of Coca was so different and I think I could apply it to my brand in this course. However, would you think with only 150 names, a lot of people may not be able to have their name on the bottle and they also feel like not wanting to buy Coca at that time? Then , Coca might loose some of its customers.
ReplyDeleteHi Ha, thank you for providing this famous case study from Coca-Cola, I almost certainly still remember when this was such a trend around 7-8 years ago. It is really fun how your font and text color, combined with the white background - reminds me of a vintage Coke can!
ReplyDeleteIt is interesting that you mentioned the values Coca-Cola brought the customers. I definitely agree with that. Customization has long been emphasized in the Marketing world, customers love it! Coca-Cola did a great job here without having to change much about their product. A simple yet effective approach to capture their customers' heart!
A feedback here, if I may, is I would love to see what values Coca-Cola gained itself? It should be two-way benefits to claim it to be an effective campaign, shouldn't it? How much revenue did it bring the brand, did it improve the brand's reputation, how other brands can learn from this,etc..
Another point you can include probably is the story behind the campaign. Every campaign has its own story of how it came to life, and how the company put it into implementation. We are all curious to hear how such great ideas were generated!
I think your blog would be so much more eye-catching if you could break it down into different parts, with headings and titles. There could be more graphs and pictures/videos to easier demonstrate your points. I find blogs with visuals increase readers' attention span so much longer, simply because they don't have to read all the time :)
Great story, thank you for the interesting case. Look forward to reading your next blogs, cheers!
Wow, this is so interesting. Thanks to your post, I could apply this strategy to my brand in this course. However, in my opinion, Coca had only 150 names and some people might not have their names, so Cola could loose some consumers because of that, they might not want to buy. So would you think Coca should change its strategy a little bit like customer can order to customize their own name? That is my idea it is good if we could discuss together about this.
ReplyDelete