For: Professor Keith R.

Pillow
MKT 340

The Share a Coke Campaign:

Integrated Marketing Campaign
Analysis
By: The Coke Team
Sharon Alcazar
Hoa Lun (Casey) Chu
Marlon Gomez
Jessica Lopez
Eleon Rodriguez
Hein Thiha

Coca-Cola History_________________________________________________________2
Brand___________________________________________________________________________2
Brand Loyalty__________________________________________________________________2
__________________________________________________________________________________3

World Ranking as Brand__________________________________________________3

Brand Equity____________________________________________________________________3
Company Mission Statement__________________________________________________4
Company Vision________________________________________________________________4
Share a Coke Campaign History____________________________________________4
Product Brand in Campaign___________________________________________________5

Goals and Objectives_____________________________________________________5

Campaign Overview & Components_____________________________________5
Print Advertising & Broadcast Advertising___________________________________6
Social Media (Instagram, Twitter, Facebook)_________________________________6
YouTube-Owned Media_________________________________________________________8
Direct Response & Event Marketing__________________________________________9
Public Relations_______________________________________________________________10
Sales Promotion______________________________________________________________10

Target Market____________________________________________________________10
Demographics_________________________________________________________________11
Psychographic________________________________________________________________11
Behavioral_____________________________________________________________________11
Gender Patterns______________________________________________________________11
Age Patterns__________________________________________________________________12
Educational Patterns_________________________________________________________12
Social Patterns________________________________________________________________12

Creative Brief____________________________________________________________13
Success or Failure Analysis_____________________________________________14
Works Cited______________________________________________________________17

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Coca-Cola History
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by
1895 it was being sold in every state and territory in the United States. In
1899, The Coca-Cola Company began franchised bottling operations in the
United States.

Brand
Personality: The company brand vision is universal happiness. Open
Happiness is the main slogan of the brand personality. Their main object is
to enable people to share moments together. According to the Asian Journal
of Management Research, the brand also has sincerity and excitement
personality as well. However, it scores high on competence with low rating
on ruggedness. The brands advertising campaign is generally designed to
induce a feeling of celebration.
Other personalities: Authentic, Connected, and Optimistic.
Culture: The brand is perceived by consumers as a part of daily life and of
their life style. Coke is a globalized product that has the taste customers are
looking for, and which gives the pleasure of refreshment during a break
together.
Image: Coca-Cola communicates drink all the time. The company
communicates with consumers through media to increase its community.
Coca-Colas logo is red, so that consumers can recognize the brand image
instantly.

Brand Loyalty
The Coca-Cola brand image conveyed, the visibility and availability of
products and ads, and the expected quality everywhere make it one of the
most bought brand in the world. According to purchasing frequency in the
US: 48% of Americans drink a soda everyday with an average of 2.6 glasses
per day. Coke represents almost 50% of soda consumption; there is no doubt
that its customers are loyal. Around the world, more than 3% of beverages
consumed are Coca-Cola, equaling 1.7 billion servings per day.
As already noted, Coca-Cola is seen by consumers as part of daily life; thus,
Coke has achieved a high level of loyalty.

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The
shows

above image
the top 10 most famous brands of 2014.

World Ranking as Brand

According to the Forbes, Coca-Cola was known as the
best global brand for the 13th consecutive year until

2012. In 2013, its brand ranking dropped to number 2 and

continued to fall to number 4 in 2014. Although
ranking

number 4 among all brands, Coca-Cola is the

only beverage company in the top 10 list of global brands.

Brand Equity
Because of brand extension, Coca-Colas equity is difficult to
measure. People do not distinguish all brands owned by the
company, and might even buy without knowing they will be drinking or
eating Coca-Colas product. However, the brand promises the same
experience around the world: refreshment, fun, and the American lifestyle.
Moreover, Coca-Cola is recognized as the most valuable company in the
world according to the respected Inter Brand Corporation. Valued at $
56.1 billion, Coke has become effectively a part of modern world culture.
Cokes identity has been built with consistent values and differentiating
elements during a decade. Despite competition, the brand continues to hold
the third position globally in brand equity rankings. (Lara OReilly).

Company Mission Statement

The company has a threefold mission statement:
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To refresh the world.

To inspire moments of optimism and happiness.

To create value and make a difference.

Company Vision
There are 6 domains in Coca-Colas company vision:

People: Be a great place to work where people are inspired to be the

best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands

that anticipate and satisfy peoples desires and needs.

Partners: Nurture a winning network of customers and suppliers.

Together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping

build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful

of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization

Share a Coke Campaign History

This campaign idea came from two British employees - Marketing Director
Lucie Austin and Creative Excellence Lead Jeremy Rudge - while they were
planning Coca-Colas summer campaign in Sydney in 2011. They came up
with the idea when they placed a stack of Coca-Cola cans horizontally with
names in the place of the famous Coca-Cola logo. Later on, this idea made
headlines and captured the publics attention in Australia.
According to Austin, the campaigns goal is to focus on spreading the brand
name global trend of self-expression and sharing, but in an emotional way.

Product Brand in Campaign

In summer 2013 and 2014, the company put its iconic logo with names. They
printed the UKs most popular names on the bottles, and made even more
available online. The goal is to make consumption personal for their global
brand, giving consumers the chance to share a personalized Coke with
friends or loved ones and create special moments of happiness and
memories. The Coca-Cola website shows 1,000 names on shelf and over
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500,000 names available through the Share a Coke online store.

Their idea achieved further success when a man name Donnie proposed to
his lover using bottles with his name. A picture of his unique proposal was
posted to Coca-Colas Facebook page. Within 24 hours, they received millions
of Likes.

Goals and Objectives

Share A Coke was first launched in 2011 in Australia. They had to
reconnect with the Australians because 50% of teens and young adults had
not tasted a Coke. Therefore, Coca-Cola decided to get personal and put 150
of Australias most popular names on millions of bottles of Coke. Coca-Cola
gave consumers an opportunity to express themselves through a bottle of
Coke, and to share the experience with someone else. The fact that names
are on a Coke bottle shows how personal the company was trying to treat its
customers. The campaign capitalized on the global trend of self-expression
and sharing, but in an emotional way. The results of the campaign are
phenomenal. The consumption of its cola jumped 7% among young
Australians. Coke sold more than 250 million named bottles and cans in a
nation of just under 23 million people. The campaign has since made its way
around the world, and is in more than 70 countries to date.

Campaign Overview & Components

The Share-A-Coke campaign launched in the U.S. in June 2014. Coca Cola
replaced the traditional look of their brand name on the bottle with 250 of
the most popular names among American teens and Millennials. Not only
were names included on the bottle, but also words like Family, BFF,
Besties, Buddy and Mom to get consumers to purchase a soft drink for
themselves as well as friends and family. Dont see your name on a coke
bottle? No problem. Coke created a website where consumers could submit
their name and share their bottle of coke on social media platforms. The
campaign appealed to consumers emotions towards family, friends, and
love. The campaign also focused on building relationships and promoting
consumers (themselves).
Through this campaign, Coca-Cola increased brand awareness and appealed
to a younger audience. According to Network Insights, brand awareness
increased by 11.8%. According to The Wall Street Journal, Coke plans to
increase its advertising by $1 billion dollars over the next three years, from a
reported $3.3 billion in 2013 (Esterel, 2014). Other statistics for advertising
costs were not available. For the first time in a decade Coca-Cola has seen an
increase in sales due to the Share a Coke campaign. Coke soft drink sales
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increased by 0.4% during a 12-week census (Esterel, 2014). After evaluating

only three years of Coca Colas financial statements, the company has had
broken even and operating margins have remained consistent averaging
21%. Last year Cokes net income was $11 billion dollars, a figure that has
remained constant for the last three years. Even though the campaign was
successful in using integrated marketing to reach its target audience, sales
did not reflect the intent of the marketing campaign. Also the campaign used
offline ads such as TV commercials and print ads to inform consumers of the
campaign as well as social media platforms, YouTube channels, celebrities,
direct response and event marketing, and sales promotions.

Print Advertising & Broadcast Advertising

Magazine, newspapers, and TV commercials were used to attract existing
consumer and attract new consumers from offline. Coke used their own
marketing strategies to explain how the company plans to evolve to hit
changing target markets. Cokes 2020 content approach explains how the
company will take what they call content excellence into liquid and linked
execution. Campaigns like Share a Coke will be designed to be contagious
to the point the campaign cannot be controlled and target markets will
continue to share on social media platforms. The use of print and broadcast
advertising gives consumers the opportunity to share the campaign offline
and with others. Whether offline or online, Coke stays true to their core
values of friendship, happiness, and good times (Timofeev, 2014).

Social Media (Instagram, Twitter, Facebook)

The hashtag #ShareaCoke was used on the following social media platforms:
Facebook, Twitter, Tumblr, and Instagram. Using the #ShareaCoke hashtag,
consumers shared their stories and photos for the chance to be featured on
interactive Coke billboards across the country (Hitz, 2014). During the threemonth campaign, there were more than 125,000 posts on social platforms
and an increase of 96% of consumer reviews about the campaign both
positive and negative. The campaign was most successful on Instagram.
According to Simply Measured, Coke increased their engagement on
Instagram from 20k followers to 180k followers and posts of pictures on
Instagram increased from 20k to 100k along with video contact. The chart
below demonstrates the increase of engagement for the Share-A-Coke
campaign. One of the most successful individual video posts on Instagram,
with scrolling names on a coke bottle, resulted in 19,894 engagements
across all channels (Hitz, 2014).

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On

Twitter, there were more than 340,000 mentions of the #ShareaCoke

campaign. The campaign engagement was measured from May 20 through
September 16. With the help of Twitter, subscribed users could send a friend
an actual Coke. By inputting his or her credit card information, an individual
could tweet a $5 egift-card, redeemable at Regal Cinemas locations in the
U.S. (Moye, 2014).

There was a spike in the campaign from July 13-July 29 due to a tweet from
stand-up comedian Vice Ganda, host of a Philippine comedy variety show,
referring to his viewers. Ponies is a term of endearment Ganda used for
fans of the show. The Share a Coke campaign used the famous comedian
to highlight and encourage fans to emote a relationship with Coke based on
the on the Coke bottle.

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The campaign was also very successful

on Facebook. The campaign created
engaging videos to gain more fans and
keep existing fans waiting for the latest
Coke videos during the campaign. The
Facebook video that received the most
likes, with over 50,000 likes and over
3,000 shares demonstrates a dog
picking up a Coke bottle with the name
Laura on it and skateboarding with the
bottle to take the bottle to its owner. Coke was able to promote its content on
Facebook because it was able to utilize the rule of social media: when pets
such as cats and dogs are used in videos or posts, followers tend to watch
videos more often because the puppy and product makes users want to
watch and share content more.

YouTube-Owned Media
The #ShareaCoke campaign transitioned from paid media to owned media.
The campaign used storytelling to engage millennials. Coke used YouTube
celebrity Cameron Dallas, who has 3 million subscribers on his YouTube
channel. The 2-minute video shows Cameron, picking up his 4 friends and
throwing one of them a Coke bottle with the name Chase. The boys gather
with friends and create a slip and slide. All the boys slide down their
homemade slide with floating devices and end up in the pool. The video
shows all American young men having a good time during summer. At the
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end of the video, Cameron also receives a personalized Coke from one his
friends.

Direct Response & Event Marketing

The campaign listed on their website a 500-stop, cross-country Share a
Coke tour with traveling kiosks for consumers to customize Coca-Cola mini
cans for themselves and those near and dear to them (Hitz, 2014).
Among kiosks, the campaign also gave participants a chance to attend a
series of summer concerts. Millennials were to share stories and

#ShareaCoke and enter #SelfieSweeps using their My Coke Rewards app and
Facebook for entry availability. A total of 500 selfies unlocked access to the
years biggest musical events. Every day during the nine-week promotion,
the first 10 fans to post a selfie on Instagram or Twitter won a month-long
Spotify Premium membership (Moye, 2014).

Public Relations
Celebrities such as Taylor Swift, LeBron James, Beyonc, and President
Obama were used to promote the #ShareaCoke campaign (Brown, 2014).
Celebrities love for Diet and regular Coke encouraged millennials to
purchase a personalized Coke so they could be like one of these celebrities.
The campaign capitalized on the global trend of self-expression and sharing,
but in an emotional way. (McQuilken, 2014). Including celebrities in the
Share-a-Coke campaign was creative because young teens and millennials
appreciated the classic design but also were more intrigued by
personalization that stirred curiosity and provided a wow factor.

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Sales Promotion
The campaign encouraged users to download the free Coca-Cola Freestyle
mobile app were users could scan a QR code on the fountain dispensers
touch screen and send a friend a coupon for a $1 off a 20-oz. Coke (Hitz,
2014). Not only could you send a coupon with a discount to a friend, but you
could also send a coupon for a free Coke. #ShareaCoke created a website,
www.shareacoke.com consumers could visit and see what names were on
shelves and locations and consumers could also personalize Coke bottles and
share virtually with a song using social media platforms discussed above
(Tode, 2014). Spotify teamed up with the campaign in order for consumers to
virtually send a Coke to a friend with a song using the service (Moye, 2014).
My Coke Rewards were also advantage for consumers to have during
#ShareaCoke campaign because reward members could register points,
normally found under twist caps to be redeemed for gift cards, sweepstakes,
travel, concerts support a good cause or donate to your school. The more
points acquired, advantages of attending special concerts or be featured on
a Coke billboard during the campaign.

Target Market
Social media such as Facebook, Twitter, and Instagram, have made us less
social in our daily lives. Instead of going out with friends and enjoying your
time with family, people just use these sites changing the way we used to
interact/connect with others in person. It would seem, the more friends we
gather online the fewer we see in real life. For this reason, Coke needed to
adapt to this changing environment and needed a campaign that would
encourage people to connect with the brand both online and offline.
According to the Marketing Magazine, summer has always been a key sales
period for Coca-Cola. With the introduction of new products, new
campaigns, brand extensions and the blurring of traditional categories,
however, the soft drink market has never been so competitive in the
industry. As many competitors of soft drinks, Coca-Cola wanted a big idea to
combat this competitive market to increase consumption of Coca-Cola
specially over the summer period, and to get people talking more about their
brand name, Coke.
The campaign needed to make consumers see Coke in a way that would
encourage them to actually consume the product, not just love the brand,
but also to increase brand awareness. It also needed to have mass appeal,
while hitting the 24-year-old bulls-eye target. Cokes target audience is
sometimes thought of as elusive or hard to reach, because a consumer either
likes Coca-Cola or they dont (Share a Coke An Investigation of Social Media
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Marketing). The names on the cans and bottles are a great way to tie a
person to a product even someone who doesnt care for Coke will be willing
to share their can with their names on it. The #ShareaCoke campaign has
generated tremendous social buzz and is truly a unique and fun way to
engage Cokes target audience.
Coca-Colas target market for share a coke campaign is mostly people that
have busy life style and mobile generation. People tend to buy a coke when
they are busy, because of convenience and price (Coca-Colas Journey).
Coca-Cola does not have any preference in family size but they target upper
lower and lower class in socio economic status. They also target mostly
students and family oriented people who are fun loving and entertainment
loving.

Demographics
Coca-Cola is the best-known trademark in the world is sold in about one
hundred and forty countries to 5.8 billion people in eighty different
languages. Since Coca-Cola is the largest soft drink company in the world,
their target market is globally. However, according to some data collected in
Coca-Colas Journey, it shows that Latin countries are their main consumers.
The 3 countries with greater consumption are, Mexico, Chile, and The United
States.

Psychographic
All psychographics variables the social class, lifestyle, occupation, level of
education, and personality Coca-Cola segments everyone.

Behavioral
Coca-Cola segments different occasions, which are celebrated in each
country and the credit for making celebrations available for almost everyone
largely goes to Coca-Cola Company.

Gender Patterns
Coca-Colas target is not based in gender but according to Coca-Colas
Journey, the results from a data collection shows that both genders like this
product and use it with a ratio of 58% females and 42% males. Looking at
quantitative and qualitative data when segmenting the findings into gender
categories, it becomes an arguable point, that women are the most
noticeable gender in actively participating in the campaign.

Age Patterns
Coca-Cola takes every customer as target and potential which is thirsty
including mostly from 18-25 that covers around 40% of total age segment,
26-35 at 23 %, 36-49 at 21.3 % and the 50+ at 15.7 %. However, the
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company has set certain limitations reducing the amount of advertising that
targets children who are younger than 12 years old. Therefore, 18-25 age
range is Coca-Colas main target because according to Coca-Colas Journey,
it shows that the younger respondents are more inclined to notice, buy, and
share a Coke.

Educational Patterns
Having accounted for the tendencies determined by age and gender, share a
coke campaigns target market based on education are as follows; 37.5%
primary schools, 31.4% among a Short-cycle higher education, 31.1% others
combined. Therefore, share a cokes campaign targets people that have
basic education such as primary school.

Social Patterns
The results of the quantitative data generate patterns of lower educated
respondents to be more inclined to purchase a Coke due to the campaign,
according to Coca-Colas Journey. In order to point towards a common
denominator it can be supposed that these segments generally receive a
lower income than their opposing segments. This can be supported by the
assumption that personal income is partially determined by years of work
experience and educational level. Consequently, it can be argued that the
purchasing powers of these segments are weaker.

Creative Brief
At the heart of this campaign is connection. The Share a Coke campaign
promotes connection in two main ways. First, it allows the brand to
personally connect with consumers by speaking directly to them through
their name; Coke replaced the branding on cans and bottles with two
hundred and fifty of the countrys most popular names. They also included
generic names such as BFF, Soulmate, and Family. Second, Coke
encouraged connection amongst consumers by inviting them to Share a
Coke with (insert name).
The names were not able to be printed in the traditional Coca-Cola
Spencerian script due to trademark issues. Instead, a brand-new typeface
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inspired by the Coke logo was used. The font was named the You font,
further enhancing the idea that the campaign is about the consumer, not
Coca-Cola.
Although Coke added these names to their bottles and cans they kept the
rest of the packaging design similar to Cokes traditional packaging.
Traditional elements include the red label, white text, and dynamic ribbon.
This allowed for a successful balance of tradition and freshness.
Coke was consistent in featuring bottles with a variety of different names
throughout all of their social media platforms, showing the consumer that
their name or the name of a loved one could be out there. The excitement of
finding the sought after name and the quest to find it added to the user
experience.

Consumers found emotionally powerful ways to connect with their loved

ones; Coke chose several of these experiences to feature on their social
media accounts. For example, Coke posted a photo on Instagram, Twitter,
and Tumblr of a woman holding up two Coke cans with the names Isaac
and Emily. The caption read, Since @millsie0131 has to wait to
#ShareaCoke with her boyfriend in the air force, were sending her a cooler
to keep his can nice and cold. Just a couple weeks left to find Share a Coke
bottles for you and your friends! These kinds of heart-tugging occasions
inspired consumers to generate user-generated content for the campaign.
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Overall, the creative is successful in building a connection between the

consumer and Coke, as well as strengthening the connection between the
consumer and their loved one(s).

Success or Failure Analysis

We think that this was a resounding success for the Coke Brand. We think
that Coke was successful due to its ability to be personal, give a call to
action, provide effective involvement opportunities, and deliver measurable,
positive results. In these ways the campaign was a qualitative and
quantitative success. They grew their companys personality and position in
the minds of their customer. They brought back, maintained, and created
new customers in whose minds they will, at least for now, exist as an
individual focused, high quality brand.
Coca-Cola has accomplished a truly personal campaign that engages with
people on an individual level. The company was able to leverage the fact
that people want to stay connected, in this ever increasingly disconnected
world. The campaign was able to harness our desire to be recognized as
individuals and to recognize others as individuals as well. After all is there
any word in our vocabulary as beautiful to hear as the sound of our own
name, chosen or given. This companys use of the 250 most common
millennial names was a great way to harness those people who are most
likely to share and communicate as individuals. These individual are some of
the most tech savvy humans to walk, or sit, the earth. After that they
covered the huge set of other people who would not be able to find their
name on that list by doing the 500 stop tour of America. A very memorable
pair of number like 500 and 250 are the kind of things that stick in peoples
minds. The person who made that choice knew something about how to help
conversation to happen, and happen again. This campaign was deeply
personal and was able to accomplish this with at least the appearance of
authenticity.
The call to action for the #ShareaCoke effort was very specific and effective.
The tagline was a call to personally present a Coke to another person, do it
over social media, and to do it in your own way. All three of these desired
outcomes were presented through the simple, focused #ShareaCoke tagline.
It was a call for effective involvement on the part of the consumer. By using
the hashtag Coke targeted social movers. By requiring only the sharing of
a Coke the socially connected individual is left to decide exactly how they
want to accomplish the task. Coke gave the consumer the few things that
were the most important to Coke and left the how open ended. The customer
is given the leeway to be creative in the process. This was a ballsy move on
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the part of Coke. Sacrificing the final step on the altar of engagement worked
out for Coke in this case. People actually did exactly what Coke wanted and
such highly personal way that no one company could have accomplished. By
leaving the final how-to to the customer Coke effectively outsourced the job
of individually targeting each person who received a bottle of Coke. It was a
highly dangerous move from a traditional marketing standpoint that, in this
case, paid in highly effective customer engagement.
The proof of the ShareaCoke campaigns success is in the measurable
effects. In 2011 when this type of effort was first tried in Australia the results
were plainly positive. Down Undah Coke garnered a 7% increase in Coke
consumption due to the campaign. In 2014, due to the rise of bottled water
and sports drinks, the soda industry was in decline in America. Due to the
Share a Coke campaign Coke broke this trend. The effect of the campaign
increased total sales by 2.5%. To turn go from negative to a positive trend
qualitatively shows the value of this campaign to Cokes bottom line.
Many ad campaigns are impersonal, transparent attempts to gain cash. The
direction chosen here was one of personal engagement and custom
experience. Leaving the customization to individuals was dangerous, but in
allowed for the carefully crafted experience that only friends and family can
offer each other. The qualitative increase in a time of decline on its own
shows that the campaign was a clear success. The increase shows success in
the immediate, but there is a qualitative effect that is harder to measure.
Coke has been around for a long time. They intend to be here for a long time
to come. The positive, lasting brand personality that coke has gained with its
customers is much harder to measure. We must guess from our own reaction
to this move by Coke to be personal, authentic, and daring to hope for
organic results rather than manufactured ones. We feel that Coke has shown
that it can be personal, authentic, and daring. We think that this is what the
#ShareaCoke campaign has done for Coke. It is our pronounced opinion that
we are looking at a successful ad campaign.

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