Team 4 Amber Stephanie Nicoletta Lisa httpwwwyoutubecomwatchv5l0cCyElfgg Situation Background Personalized Bottles Social Media Objectives Increase consumption among the masses Get people talking about the brand Coke again ID: 568596
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Slide1
Coca-Cola’s: “Share a Coke” Campaign
Team 4AmberStephanieNicolettaLisahttp://www.youtube.com/watch?v=5l0cCyElfggSlide2
Situation
BackgroundPersonalized BottlesSocial MediaSlide3
Objectives
Increase consumption among the massesGet people talking about the brand Coke againTo become a part of the conversation with a Coke bottleSlide4
Audience
Campaign geared toward consumers ages 18-24Audiences on Twitter and FacebookBuzz on Social MediaSlide5
Strategy
Unique and exclusivePersonalizationHashtag #shareacoke to create engagementSlide6
Tactics
Phase 1Phase 2Phase 3Slide7
Calendar/Timetable
May 2013 – August 2013Vending tours during July and AugustSlide8
Budget
5 million dollars estimateIncorporated TV advertisements, billboards and experimental marketingSlide9
Measurement
Increase in sales by 3.88%Increase in impression, quality, value, reputation, satisfaction and recommendation by 2.8%Feedback from audiencesResults seen through consumption
among target audience, traffic
on
Facebook
,
and likes on
FacebookSlide10
Quiz Questions
1. How long did this campaign last?2. How many bottles were personalized?3. Which social media was used during this campaign?4. What number of popular names were put on bottles?5
. Where else has this campaign been launched?Slide11
THANK YOU!
PUR 3000 // Team 4 “Share a Coke” Campaign