Báo cáo giữa kỳ môn Digital Marketing Coca Cola

Coca Cola 1910s: “Enjoy a Glass of Liquid Laughter” The first bottling plants are opened inEurope in Paris and Bordeaux. •1960s:“It’s the Real Thing” A new graphic look for the Coca‑Cola system is introduced, featuring a redandwhite color scheme and logo 1990s: “Always Coca‑Cola” The Coca‑Cola Company acquires Schweppes beverages in many markets around the world

Coca Cola

Presentation

Subject: Digital Branding

Professor: Đỗ Huỳnh Lâm Thịnh

CONTEXT

Target Audience BRAND OVERVIEW

SOCIAL MEDIA CHANNEL

CONCLUSION ACHIEVEMENT

OVERVIEW

C o c a C o l a

•1880s: "Delicious & Refreshing"

Coca cola was born

.1900s: ''“The Most Refreshing Drink in

the World”

The first advertising for Coca‐Cola appears in national magazines.

C o c a C o l a

.1910s: “Enjoy a Glass of Liquid Laughter”

The first bottling plants are opened in

Europe in Paris and Bordeaux.

•1960s: “It’s the Real Thing”

A new graphic look for the Coca‐Cola system is introduced, featuring a red-and-

white color scheme and logo.

C o c a C o l a

.1990s: “Always Coca‐Cola”

The Coca‐Cola Company acquires Schweppes beverages in many markets around the world

Audience

Create a movie with the bottle have customer name in their as more personalize and more profensional

https://www.youtube.com/watch?v=SbyIYAaTo9w

•Personalize => Make something personalize and challenge them

Media Habit

As of March 31, 2011, the total number of

Internet users was estimated at 2.095 billion (30.2% of the world's population).

Listening

•Keywork: Share a coke with

•Content target into the personalized,

Create more apps that can share their own water cans.

•Create videos that can be named and

appear realistic

channel

EXECUTION

•Newspaper •TVC •Celebrity

Perfomance step

Connecting with the consumers

at a personal level

Powerful Calls to Action in the campaign

REASONS FOR THE SUCCESS OF THE CAMPAIGN

·Starting in Australia and quickly spreading to 123 countries,Coca-Cola's Share A Coke campaign quickly "knocked" thehearts of many young people around the world The campaign

"Give Coca Cola, connect with friends" summer 2014 in Vietnamhas achieved desirable results: There are 200,000 people likeCoca-Cola's fan page

Created more than 40,000 conversations on the topic of printingnames on Coke cans, keyword: "Give Coca-Cola to connect

friends" for 54,400 results on Google, search for keyword "Share

a Coke Vietnam" with 548,000 results (results) obtained after 01month of implementation)

According to Buzz Metrics, a provider of tools to measurediscussion topics on social networks, this marketing campaignhelped the Coca-Cola brand dominate the majority of discussiontopics in Vietnam in June and the beginning of July

REASONS FOR

SUCCESS

That youth mentality is "individualism" that likes

to express themselves Everyone wants to see their name in the mass advertisement

When communicating, young people often call each other by their first names, and the best way

to start a conversation is by using each other's names.

Create product personalization that is interesting

to customers who want to find and share images

of water bottles with their own names printed on them.

Conclusion

•In the entire history of marketing campaigns made, Share A Coke can be considered a "great success" campaign of Coca-Cola.

•Share A Coke is not merely a promotion campaign but has become a happy "bridge"

while the online world is making young people increasingly lazy to meet.

•Coca-Cola succeeds because it hits the consumer's mind, understands what they need and personalizes the product to give consumers the new and best experience Coca-Cola has led the new advertising trend.

•“Share a Coke” campaign was memorable and effective due toits ability to be flexible with different types of content and

subsequently created an ingenious and seemingly endless

“storytelling” within its own ad – plus big for Coca Cola

•The goal was clear from the beginning, the potential customersthat need to be exploited are young people, using social

networking tools as the center of promotion for the campaign.Therefore, by giving them the right to create, own and share,Coca has interacted with the target audience in a completely newway

•“Share a Coke” campaign has made marketers realize that, byleveraging the personal power of customers combined with asocial media channel will create a trend that brings a lot of value

to the brand

campaign also has to do with the development of

social media that has multiplied the influence of

the campaign Since the advent of social networks, the spread and influence of this campaign have

been much faster and more effective.

THANK YOU!