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 Nguyễn Trọng Tài - 185040332 Nguyễn Thị Ngọc Mai - 185040085 TÊN THÀNH VIÊN Đinh Thị Linh Nhi - 185040922 Mã Các Tường -185041027 Trần Thị Hoàng Anh - 185040777 Trần Lê Tường Vy - 185090043 BRAND OVERVIEW Target Audience CONTEXT SOCIAL MEDIA CHANNEL ACHIEVEMENT CONCLUSION BRAND OVERVIEW Coca Cola •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 Coca Cola .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-andwhite color scheme and logo Coca Cola 1990s: “Always Coca‑Cola” The Coca‑Cola Company acquires Schweppes beverages in many markets around the world Target Audience MEDIA HABIT Campaigns appear in many mediums: TVC, Facebook, billboard, MMS, 150 songs composed by name and broadcast on national radio https://www.youtube.com/watch?v=SbyIYAaTo9w Create a movie with the bottle have customer name in their as more personalize and more profensional media channel Media Channel TV commercials SMS Social Media: •Facebook •Twitter •Instagram EXECUTION Perfomance step •Newspaper •TVC •Celebrity Connecting with the consumers at a personal level Powerful Calls to Action in the campaign Achievements REASONS FOR THE SUCCESS OF THE CAMPAIGN Achievements ·Starting in Australia and quickly spreading to 123 countries, Coca-Cola's Share A Coke campaign quickly "knocked" the hearts of many young people around the world The campaign "Give Coca Cola, connect with friends" summer 2014 in Vietnam has achieved desirable results: There are 200,000 people like Coca-Cola's fan page Created more than 40,000 conversations on the topic of printing names 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 01 month of implementation) According to Buzz Metrics, a provider of tools to measure discussion topics on social networks, this marketing campaign helped the Coca-Cola brand dominate the majority of discussion topics in Vietnam in June and the beginning of July TARGET MARKETING Boost your business' sales in the summer, and rock the world of young people, making them "talk more about Coca Cola, then consume more" MEDIA Share a bottle of Coca Cola with your friends, be it a close friend, an old friend or even a new acquaintance, with the “Share a coke” campaign That youth mentality is "individualism" that likes to express themselves Everyone wants to see their name in the mass advertisement REASONS FOR SUCCESS 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 CONCLUSION •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 Conclusion •“Share a Coke” campaign was memorable and effective due to its 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 customers that 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 new way •“Share a Coke” campaign has made marketers realize that, by leveraging the personal power of customers combined with a social media channel will create a trend that brings a lot of value to the brand SUGGESTIONS Coca-Cola can continue to move in the direction of creating good branded content, relevant to impact on social life and using social networking tools as the center of promotion for the campaign It can be seen that the success of the “Share a Coke” campaign also has to 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!