LO1: Aims and Purposes of Advertising

This case study describes how Coca Cola encouraged teens to share a coke with their friends by showing them how exiting it was to get a coke bottle with their name on it.

In the US 10 million teens had not had Coca Cola on the preceding year, so Coca Cola imported the globally successful share a coke campaign to increase its sales and make a personal connection with US teenagers.

Two elements differentiated this campaign from others in the category. First packaging became incredibly important piece of owned media. Second the hashtag share a coke created a depth and breadth of content and ways for teens to get involved and use the functionality of social media to amplify the idea.

The result was that 1.25 million more teens tried a coke during the following summer and sales of participating Coca Cola packages rose by a phenomenal 11% in the US. Share a coke in there US was more successful in driving sales than in any previous market that had run the campaign.

The main purpose and goals of advertising things is fore a company to push their products out to the general public and try and get them more recognition. There are two methods of advertising, below the line advertising or above the line advertising. Below the line advertising is a strategy where products are promoted in media other than mainstream radio and TV, for example Marvel sometimes use catalogs to advertise their toys and up coming movies. Above the line advertising is the opposite and this is where advertising is going to be aimed at a wider target audience through TV, radio and billboards. Marvel use when people are watching TV in between shows.

The main goal of commercial advertising is too create awareness for the product, introduce the product to the market, increase sales, rebrand an existing product or just get general feedback. There are positives and negatives of rebranding a product. The positives are 

LO1 Report structure 

Share a coke campaign

The main aim and objective of the share a coke campaign was to increase the consumption of coca cola over the summer period. The secondary objective was to get people talking about coke again, the company had to make the consumers like the brand as a whole and create a more personal bond between them rather than just buy the drink when they saw it. Since the brand was a global success the share a coke campaign was adapted to target a younger audience. This is because most of the younger people have mobile phones which means they are more likely to share it on social media which will in the long run lead to more sales.

On social media 76,000 virtual cans were share, Facebook traffic increased by 870% and 170,000 tweets were made by 160,000 fans. After the global rollout began in 2012 over 1000 names have been printed on cans and bottles and more than 150,000,000 personalised bottles have been sold

There were 51 million impressions on instagram with an average engagement rate of 7.8%. The platform quickly become home to 75% of share a coke public mentions. As a result we gained over 100,000 new followers.

First we used socially driven and search related content to make finding your name on a coke bottle feel organic. We intently launched launched small allowing teens to discover the programme on their own terms and feel ownership of it. Custom 20 ounce packaging with 250 popular teen names generated instant interest as word of mouth spread through the social sphere. The only paid media was search, which we used to react to organic interest and dive traffic to shareacoke.com. Search ran from. the start to the end of the campaign (mid June to August).

After an organic launch, we. built a base of teen targeted TV and online video. We layered in mass digital takeovers as well as a hefty digital outdoor plan centred on surrounding key teen hangouts. Then to get teens to go beyond finding their own name we propelled and celebrated the act of sharing. To make the share a coke movement really take off we invented ways for teens to take part. 

- In our top markets, we created interactive human sized coke bottles on bus shelters, teens could type in their names, see it on the bottle and share a picture on it 

- We tapped into teens favourite online personalities to ignite further sharing. We enlisted teen idols and influencers to communicate how they would share a coke. 

Social at the heart means providing useful, interesting, compelling stories which are worthy of being retold. We think in terns of ideas and campaigns that are social (share worthy) at their core and then wee think about how we can amplify the ideas and campaigns. Share a coke was our most successful campaign to date delivering on the social at the heart mantra. Teen influencers are not necessary mass reach celebrities and athletes 

A campaign that