‘Share A Coke’ Campaign was one of the best campaigns Coca-Cola has ever designed. It just shows how a brand like Coke which is such a reputed brand can engage with its consumers by allowing them to change the logo with their name

Share a Coke Campaign success taught us that personalization can only be highly engaging and effective if it can be shared with a wide audience. It just doesn’t motivate the customer to share but also provides them with the platform to explore their creative side through customization

?why this campaign was successful

• The brand personally connected with consumers: The “Share a Coke” campaign enabled this set to express their individual stories and connect with friends and family
• Consumers are promoted to create online media content: Coca Cola empowered consumers to discuss the product on social media  platforms in a way that puts the control in the hands of customers. By reflecting on their personal experiences, consumers felt like their lifestyles were the center of the narrative, instead of feeling like they were mere tools in the company’s promotional machine
• The campaign has a powerful call to action: The “Share a Coke” slogan is inherently a call-to-action to buy more product. Catchy and easy to remember, the phrase carries an embedded directive to purchase a bottle of Coke for the purpose of giving it to another
• The campaign continues to changes: The “Share a Coke” campaign has constantly expanded. In 2015, the company increased the personal names represented from 250 to 1,000. Coca-Cola also opened an e-commerce shop where consumers could order personalized bottles

:Results of this campaign

• The ratio to young to adult consumption of Coca-Cola was up by 7%
• The campaign earned around 18.3 Lakhs media impressions
• The Facebook website saw 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

• Unique selling proposition : The unique selling proposition of Coca-Cola beverages, is attained through company marketing the product such that it captures the customer’s attention and this led to improved sales. It creates its affection for its customers by reminding their consumers that “live the coke side of life.” And reminds them of the memories and experiences that they will experience after using the product . This makes the consumers remain positive and wait for the good experience, Coke is the happiness in the bottle. Despite that, Coca-Cola has always and will always be in people’s heart. Coca-Cola company focuses more on beverages, therefore people prefer Coca-Cola because of the success it has attained from beverages where their price, packaging and value of their product is better than other companies

• key messages of “share a coke” campaign: The key message of the campaign was to share the Coco Cola product that is coke, among their customers. Through the sharing, the company aimed at expanding their brand name to many people thus increasing their sales. In this case, the company gave an opportunity to their consumer to share their express themselves through the bottle of coke. It also gave their customers an opportunity to share what they are experienced with other people (Share a Coke Campaign, 2013). This promotion benefit from on the international development of expression and involvement in a passionate way. Thus the critical information was that through coke there is sharing of emotions. This involved the youth people who could personalize the coke bottles and cans with their name, friends or relative name to express their feelings toward them (“Share a Coke Campaign,”, 2013).. Through the message of sharing brought a bought an effect not only to the targeted audience but also to the elder people. This is because through this marketing campaign many people purchased to express their feeling with the people the loved.

Generally, Coca cola does not have a specific target and is addressed to everyone

• The main consumers are above 12 years old
• the core target audience is youngster or youth
• what about the gender? the shedding light is on the youth (as I mentioned ) as a whole not specific for girls or boy, in other words for the 2 genders
• Also, there isn’t specified income because it is not recognizing on the people who have a great level of income, or they are not. so anyone can buy this product.
• No life style targeted but more and more busy life style and mobile generation (youth) are considered to be the most important part of Coke’s consumers

customer insight

Don’t try to tell the customer what he wants. If you want to be smart, be smart in the shower. Then get out, go to work and serve the customer!” – Gene Buckley – Anna Segova

For this campaign, coca cola would serves its customers or its target market to be satisfied with what it did

so after this campaign the results show that the consumption of coca cola increase 7%, and the followers on facebook increase 25 million the same year, plus the pictures and the positive personal expriences with the hashtag #share a coke on the twitter platform.

all this numbers that I will discuss later in details on the results of this campaign emphasize that target market of this campaign was satisfied, and the company gained a word of mouth marketing and a loyal customers

• The coca cola company is an American multinational beverage corporation headquartered in Atlanta, Georgia
• The coca cola company has interests in the manufacturing retailing, and marketing of nonalcoholic beverage concentrates and syrups
• The company produces coca cola invented in 1886 by pharmacist john Stith Pemberton
• In 1889, the formula and brand were sold for 2300$ to Asa Griggs Candler, who incorporated the coca cola company in Atlanta in 1982

• first, the campaign story broke on page three of the Australian newspaper
• Social media platform like Twitter, Instagram, YouTube, particularly Facebook
• BTL strategies like billboards
• TV, print media, radio channels

THE CAMPAIGN

• The share a coke campaign first launched in Australia in 2011
• It involved changing the traditional wrapping around the coca-cola bottle to say share a coke… and a popular name of the 250 most popular American names on the labels of 20-ounce bottles
• the purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness, and of course to increase consumption of Coca-Cola over the summer period, and to get people talking about Coke again
• the share a coke slogan, is catchy and easy to remember, the phrase carries an embedded directive to purchase a bottle of coke for the purpose of giving it to another