Case analysis:
Good morning everyone. My name is Hoa and today I am here to present to you a case study
about the successful advertising campaign, which is Share a Coke campaign of Coca Cola
Having existed for 134 years to date, Coca cola (also shortened named Coke) is still one of
the most famous beverage brands in the world and Share a Coke campaign was considered to
be one of the most successful advertising campaigns of Coca Cola.
The campaign first launched in Australia in 2011, and involved changing the traditional
wrapping around the Coca-Cola bottle to say “Share a Coke with…” and a popular name.
Let’s analyze some reasons why Share a Coke became a successful advertising campaign:
1.
Personalization: Share a Coke campaign targeted millennials and younger consumers
who were looking for more personalized experiences and products. By offering
personalized bottles with popular names and phrases like share a coke with John or
Henry. Coca Cola was able to create a stronger emotional connection with its
customers and make them have a sense of ownership and exclusivity.
2.
Emotional appeal: The campaign tapped into customers' emotions by creating a sense
of sentimentality around the idea of sharing a Coke with friends and family members.
Because of its low price point, it was easy to encourage customers to buy a bottle for
themselves and one for their friends or loved ones. So, Share a Coke became a way to
tell someone you were thinking of them. This helped to create a more emotional
connection for customers.
3.
Social sharing: The hashtag #shareacoke was also used on social media to encourage
people to share photos and stories of themselves and their friends or family members
enjoying a Coke together. This created a buzz on social media and helped the
campaign to go viral.
As you can see, the unique selling point of this campaign was to create a more personal
relationship with consumers and inspire shared moments of happiness. Thanks for this
differences, the campaign resulted in Coca-Cola gaining roughly 25 million new Facebook
followers and shared over 500,000 images using the hashtag #ShareACoke in the first year..
In Australia, it led to a 7% increase in sales and over 18 million personalized bottles sold.
These things are the clearest proof that Share a coke is truly one of Coca-Cola's most
successful advertising campaigns.
Next we will move to minigame and we hope you guys will participate enthusiastically.