Happy brands. Are they effective at cutting through all the bad stuff around us? A happy campaign which caught my eye is of course the ‘Share a Coke’ campaign by Coca-Cola that I’m sure most of you have been exposed to. I’ve noticed that the bottles don’t just display popular names of Coke lovers, but also have ‘Mum’, ‘Dad’ and ‘Sis’ on packaging which can easily relate to many Coca-Cola drinkers.
Helping to ‘spread’ a bit of happiness with their campaign, Coca-Cola cleverly integrates a range of mediums that help to transfer their messages to even more people now. The key part of this campaign is how it encourages everyone to join in, just for fun. Even Bobby the dog has been brought in to find his name on a bottle in a recent TV ad:
Opportunities to join in the fun are endless, from sharing virtual Cokes, selfies of proud Coca-Cola bottle owners, downloading personalised wallpapers, Share a Coke events, entering competitions and of course, the usual sharing of pictures on Facebook, Twitter, Instagram etc etc.
What I find fascinating about this whole campaign is its ability to link the offline world with the online world. Before I first heard about the event, I found out through Facebook. A friend purchased a bottle in store and posted a picture of their bottle on Facebook and it got me interested – I can hardly find anything items with my name on so I was determined to try!
Seeing friends do the same, this idea gets people excited to see what the fuss is all about and that’s what is making this campaign so successful from my point of view. It gets people talking about the campaign, product and brand, pushing marketing messages much more quickly and widely, in turn leading to brand uplift.
YouGov produced a report in 2013 analysing Coca-Cola’s buzz factor, based on whether consumers have heard of anything positive or negative about the brand through media, advertising or word-of-mouth. Statistics revealed that from 28 April to 12 May, Coca-Cola increased their buzz factor from -2.1 to 2.6 (+4.7) and Diet Coke from -0.5 to 3.7 (+4.2), implying that the campaign has been effective so far in generating a more positive image.
The campaign also achieved successful awareness across social media platforms according to the YouGov report, where 51% of the UK Twitter population (and 40% on UK Facebook population) were exposed to a mention of Coca-Cola between 28 April to 12 May. This was therefore a rise of 3% on Twitter and 5% on Facebook for the two weeks before the launch of the campaign.
A simple idea, I like how it has generated such a buzz. This has also helped make the product more personal to consumers which highlights the importance of product personalisation.
As much as I like the campaign though, I’ve still not managed to find a bottle with my name on just yet!
* For video source, please click the Watch on YouTube button on the video.