With the global population converging towards the digital and modern tactics, the level of cross-connections and hence competition has seen a paradigm elevation. Coca Cola, in the sense of alarming global digital adaptations and competitive force, needed to adapt encouraging acts and unique centricity details for its coke promotion and increase in its sales (Baah and Bohaker 2015).
To elevate the marketing tactics, the Coca Cola company utilized the campaign ‘Share a Coke’ that touched the personal and emotional connectivity facets with the customers, catalyzed by the use of different sorts of media as enlisted below.
Abwanzo (2016) stated that the social media has acted as a most advancing media technique that incorporates the media elements like blogs, Twitter, Facebook, Instagram, Youtube, etc. for its social strategy of success. According to the details by Statista (2020), a minimum of 58% of the Australian population has been using social media since 2015, proving it to be the most constructive media for marketing.
As stated by Confos and Davis (2016), marketing has also been eased by the evolution of the digitization of global practices. In order to cater to the most customer-centric media strategy, the campaign took into action the use of display advertisements, electronic billboards, and kiosks for customized and personalized marketing approaches.
Putting the personalized customer approach has a higher relevance in the attraction and engagement of the target population towards the product. Hence, the campaign proposed by the firm Coca-Cola seeks to use traditional media and modes for marketing such as public relations, sponsorships, and direct marketing events in addition to the other types of media in practice (Abwanzo 2016).
The radical shifts in promoting a product or service by the sole use of advertising media like advertisements or posters have been replaced by the holistic use of several tools in one to create profound marketing success.
With the aim to grab an increased market share and positioning, the Coca Cola aimed to take into action the campaign ‘Share a Coke’. There has been much focus on the adoption of personal and emotional engagement of people towards the Coke to assist the increased consumption and hence profitability. At the initial stage of the campaign, the brand took the generic names that are most familiar and used among Australians to be printed on the bottles, cans, etc. as ‘Share a Coke with X’ to elevate the personal engagement and belongingness and hence unintended, self-enforced product purchase (Fetisova 2015).
Also, the intake of this naming activity magnifies the pace for affiliate marketing that resulted in the promotion of the product and its purchase among the affiliates by the use of their names, eased to by kiosks to be printed on the cans. In catalysis to this, the social media hashtag ‘#ShareACoke’ also worked efficiently for the brand promotion and increased consumption as the social media flooded with the promoted trend of the tag by continuous consumption of the coke, eventually raising its consumption and hence elevated profitability, competitive positioning, and many more (Donoghue 2015).
The overall media strategy utilized by the company for its success in the campaign ‘Share A Coke’ involved a list of media tools and strategies for the holistic and overall promotion of its products among the target population (Donoghue 2015). However, some of the tools utilized have an elemental impact on the success and fostering of the campaign results.
Coca Cola, for the sake of its campaign and product promotion, has been in the robust utilization of the advertisement modes of media for marketing as done never before. The electronic and 3D billboards advertising method used by the company took the country’s largest billboards and converted them into attractive and interactive signs with the common names prevalent in Australia that created the sense of emotional connection with the people (Vincent and Kolade 2019).
Social and online media platforms came as a key technique for the campaign ‘Share A Coke’ using platforms like Twitter, Instagram, and Facebook along with the use of hashtag ‘#ShareACoke’ that generated high traffic for the online media campaign and hence elevated the profits. Also, the involvement of celebrities and popular faces for the sponsorship of the online campaign catalyzed a higher lead for the campaigns’ success (Vincent and Kolade 2019).
Abwanzo, B., 2016. The ad putting and promotion of Coke-Cola in Australia. SSRN. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2863397. Accessed on: 26th September 2020.
Baah, S., and Bohaker, L., 2015. The Coca-Cola company. Culture, 16, p.17. Available at: https://www.academia.edu/download/44703116/strategic_analysis_of_coca-cola_sandra_baah.pdf. Accessed on: 26th September 2020.
Confos, N., and Davis, T., 2016. Young consumer-brand relationship-building potential using digital marketing. European Journal of Marketing, 50(11), 1993-2017. https://doi.org/10.1108/EJM-07-2015-0430.
Donoghue, B., 2015. Sharing coke and happiness around the world: An analysis of the “Share a Coke” campaign globally. Available at: https://www.bessdonoghue.com/uploads/3/0/7/2/30722331/share_a_coke_paper.pdf. Accessed on: 26th September 2020.
Fetisova, T., 2015. Understanding Coca-Cola advertising campaigns: a strategic analysis of the ‘share a coke’campaign. Unpublished thesis, the State University of New York in Prague. Available at: https://elearning.unyp.cz/pluginfile.php/58141/mod_data/content/608/Fetisova,%20Tatiana_22301_Senior%20Project%20Thesis.pdf. Accessed on 26th September 2020.
Statista. 2020. Active social media users as a percentage of the total population in Australia from 2015 to 2020. Demographics & Use. Available at: https://www.statista.com/statistics/680201/australia-social-media-penetration/. Accessed on: 26th September 2020.
Vincent, E., and Kolade, A., 2019. Persuasive communication: Semiotic analysis of the “Share-a-coke” advertising campaign. World Journal of Innovative Research (WJIR), 7(2), 1-6.
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