‘SHARE A COKE’ CAMPAIGN POST-ANALYSIS

CASE STUDY

CAMPAIGNShare a Coke

CLIENTCoca-Cola

AGENCIESNaked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean

BACKGROUNDIn summer 2011, Coca-Cola wanted a big idea for an increasingly competitive market and get Australians to sit up and notice Coke.

A campaign was needed that would make a big splash and disrupt and excite Australians. It also needed to have mass appeal, while hitting the 24-year-old bullseye target.

Full case study at: marketingmag.com.au/case-studies

OBJECTIVESThe primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Full case study at: marketingmag.com.au/case-studies

STRATEGYCoca-Cola wanted wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet.

Australians are known for calling each other by their first name, or ‘mate’ for that matter… and what better way to spark conversation than by using a first name.

Full case study at: marketingmag.com.au/case-studies

EXECUTIONCoca-Cola printed 150 of the country’s most popular names on labels of Coke bottles for the first time in the brand’s history.

Channels: • TV (reached 30% of population) • Outdoor (including digital signage) • Publicity (seeding kits to key media

and influencers)

• Radio (150 custom name songs) • Mobile (SMS/MMS) • Facebook (sharing virtual cans and

feedback)

Full case study at: marketingmag.com.au/case-studies

RESULTS• Young adult consumption up by 7%,

making 2011 the most successful summer ever,

• 18,300,000+ media impressions,

• traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%,

• 76,000 virtual Coke cans were shared online and 378,000 custom Coke cans were printed at Westfield malls across the country, and

• over the campaign, teens claimed it gave them a ‘very positive’ impression of Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone like me’ all improved with the young adult audience.

Full case study at: marketingmag.com.au/case-studies

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