Case study of coca cola advertising

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  1. Case Study: Coca-Cola | D&AD Awards | Creative Advertising and Design Case Study | | D&AD
  2. Much more than documents.
  3. Within an arm's reach of desire A Coca-Cola Great Britain case study
  4. Case Study On Coca Cola ‘Share A Coke’ Campaign

Many companies worry about how their brand is being talked about online as it is seems unpredictable and uncontrollable. This case study shows how Coca Cola encouraged conversations to happen about their brand with a multi-channeled digitally focused ad campaign full of relevant, engaging and viral content. Digital Marketing Case Study Video.

Case Study: Coca-Cola | D&AD Awards | Creative Advertising and Design Case Study | | D&AD

The integrated marketing communications strategy of Coca Cola provides a useful case study of how to approach turning conversations into transactions by use of Facebook, Twitter, YouTube, mobile apps, and social gaming to name a few. The Coca Cola concept of Liquid and Linked is described as the use of multifaceted, spreadable and relevant stories to provoke conversations that take on a life of their own.

Its purpose is to create ideas that are so contagious they cannot be controlled — the liquid ideas — but are also innately linked to business objectives, brand agendas and consumer interest. Coca Cola recognizes that the shift in traditional media planning from large channels such as TV, Hollywood, global events, and celebrity endorsements to the digital age means incorporating Facebook, mobile apps, social gaming, location technologies, and bedroom celebrities. By getting the big and the small channels to work together, stories can scale, spread and grow inline with their interactive marketing objectives.

Coca-Cola wanted to engage teens and young adults through its summer campaign to improve brand favourability as well as brand interest.

Much more than documents.

To make its brand more favourable among teens and young adults who are interested in music and drinks, Coca-Cola ran a multi-phased campaign to launch a new bottle design featuring 3 popular music artists. First, Coca-Cola wanted to broadly reach people aged 15—34 and create awareness for the new product design. Before the launch, the brand released teasers featuring the new bottles in photo ads to grab attention and pique interest.

Next, to continue to build awareness and broaden its reach, Coca-Cola announced the launch of its bot for Messenger with a short video ad that repurposed creative from a TV commercial. The brand also reused its out-of-home ads to build excitement on Facebook. Coca-Cola used reach and frequency buying to ensure its video ads reached people enough times to have an impact. Additionally, Coca-Cola adapted its interactive content on the bot for Messenger, turning it into short-form video ads of different durations.

It combined those into a single ad unit using carousel format, and ran it in Instagram Stories. The ad featured the 3 artists with the new Coca-Cola bottle. When people clicked, the ads took them to the bot for Messenger, which invited them to respond to questions, increasing interest and traffic. The bot for Messenger allowed Coca-Cola to have a fun and personal one-to-one interaction with the target audience of young adults.

By using this mobile-first creative in a multi-phase campaign from May 27—June 25, , Coca-Cola effectively engaged its intended audience and achieved impressive results:. Remove To help personalize content, tailor and measure ads, and provide a safer experience, we use cookies. By clicking or navigating the site, you agree to allow our collection of information on and off Facebook through cookies.


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Within an arm's reach of desire A Coca-Cola Great Britain case study

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Case Study On Coca Cola ‘Share A Coke’ Campaign

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