Share a Coke Campaign

Famous products and services are also making full use of the social
media domain. Well established and big players in the market are till
date utilising the power of social media to promote and advertise their
products and bring about a steady change, pushing them in the forward
direction. Social Media Campaigns work in the favour of such brands
and help them to prosper even more.
The campaign that we are discussing over here was done for a brand
that is amongst the top few ones dominating the market in that
particular sector- CocaCola. The Share a Coke Campaign started last
year in the month of August in Australia.
Research revealed that even after a strong brand presence, dominance in
the market at various geographical locations, there were many teens
who hadn’t even tasted Coke. Also, despite healthy brand tracking
data, teens and young adults hadn’t enjoyed a COKE in the previous
month alone.
As such the brand wanted to increase their consumption rate and
thereby increase the number of people who open a coke at every happy
occasion. To acheive the same, the company ran a campaign, designed
by the creative team at Ogilvy, Australia, wherein the company printed
some of the most common first names on the bottles/cans giving them
a more personalised approach. The campaign will also allow people to
get their customised bottles made. At every centre the crew will be
present ready to help the people out and also helping them edge the
name of their choice on the bottles/cans.
The idea behind doing so was that in the digital world, the way we
connect has changed. We had to jump start some real conversations –
with people you may have lost touch with, or were yet to meet. In such
a scenario nothing reminds you more of someone than their first name.
Hence, the campaign.
The campaign brought great results, in just the first three months of the
campaign the young Adult consumption increased and Australians
began to drink Coke for the first time, or for the first time in over a
year.The brand was able to achieve millions of impressions on
Facebook along with more than tens of thousands of virtual Coke cans
shared.Tens of thousands custom COKE cans printed at Westfield
Shopping Centres and the campaign had gone viral. People of other
countries were still wondering about what Coke was up to when it busy
implementing one of the most successful campaigns it has ever done.
Seeing the impact of the campaign and the building interest of many
people worldwide the campaign has now spread all around the world.
The campaign is about to be held in Johannesburg, Mpumalanga in
February and March as of now. There is no doubt on the fact that the
campaign has been a wonderful experience for the company as well as
the people. The personalised coke bottles and cans have substituted
many gifts and presents since the time of its inception
Statistically traffic on the Coke Facebook site increased by 870% and
the Facebook page grew 39%. In Australia, Coke is the number one
most talked about Facebook page and it is the 23rd globally. Seventy-
six thousand virtual Coke cans were shared online and 378,000 custom
Coke cans were printed at local Westfield malls across the country. It
was one of the most famous and the most successful social media
 campaigns
Rajat Garg (CEO)
rajat@socialappshq.com
+91 995 808 3052
http://www.socialappshq.com