What To Learn From Coca Cola’s Digital Marketing Strategy

Coca-Cola is a brand that has achieved notable success in digital marketing. They often create the most stunning campaigns that are top of our minds.

Coca-Cola is often associated with happiness. It’s also a known fact that Coca-Cola means “Delicious Happiness”. The company’s marketing strategy is based on happiness as a whole, and it augments that idea with every marketing form. Think about this when you evaluate the Coca-Cola ad campaigns.

Although the secret to Coca-Cola’s success is still unknown, John Pemberton, its founder, sold on average nine Coca-Cola servings per day in his first year of business in Atlanta, Georgia in 1886. Today, 133years later, this daily consumption has risen to 1.9B total servings of the company’s products.

Let’s take a deep dive into the digital marketing success story of Coca-Cola, and examine the unique strategies used by the brand.

• Direct Engagement With Fans

Coca-Cola’s #VerdaderoAmigo campaign celebrates true friendship and teamwork. The campaign re-designs the iconic wavy ribbon to become the “fist bump”. This extensive campaign highlights friendship and contrasts it with its opposite, cyberbullying. Cyberbullying can make life more difficult for people who are lonely, cruel, or isolated. Its grand visual metaphor of spreading positive vibes online felt detached from the real social problems teens face. This new work, however, feels fresh and immediate.

Two of the three web films have been released. They focus on empathy and true friendships. The stories include gossip, secrets, bullying, and isolation. The campaign suggests that shared moments can give you a sense of belonging and identity.

The campaign encourages teens to be friends, but also “true” friendship.

• Targets Millennial Age

Coca-Cola successfully adapts to new technologies and new generations. It is a soda that is made of carbonated water and caramelized sugar. This helps to explain the company’s target market and allows it to act as a teenager magnet to find its exact customer data.

Wieden + Kennedy London created this video. It shows a woman being transported by Coke to her childhood memories. The track “La La La” will be released on streaming platforms like Spotify. OOH, digital and experiential elements are all part of the European campaign.

• Iconic Product Design

Coca-Cola Company is the world’s biggest beverage company. The company operates in more than 200 countries across five regions: Asia Pacific (Europe, Africa), Europe, Africa Middle East, Latin America and North America.

When there is a major disaster, Coca-Cola’s motto is “Coca-Cola people will be ready.” In the case of Hurricane Dorian, which decimated communities in the northwestern West Indies during the winter, Coca-Cola teams mobilized with network bottling partners and other companies to help support recovery and relief efforts. These initiatives, unless they are highlighted in the media or by the people directly affected by them, may not be noticed by the public.

• Personalized Customer Experience

Use the hashtag #CokeMyName to have your name and unique facts featured on a billboard at Times Square. You can now tweet your name to get it on a large screen in Times Square, following the success of Coca Cola’s clever billboard for Coke Zero. Let’s take out-of-home advertising up a notch!

The new billboard, which builds on Coke’s Share a Coke campaign that featured fan names emblazoned on Coke bottles and features fun facts about people who tweet to it using #CokeMyName, shows fun facts about the names of people who have tweeted the sign with hashtag #CokeMyName.

The display’s heart is a microsite Coke and Google jointly created to provide information about the 1,000 names printed on soda cans and bottles.

Clear Channel Outdoor and Coke collaborated to create a Twitter-activated campaign. When someone sends a tagged Tweet, it is displayed on the large screen with lights. A webcam on the street snaps a photo of the name. The person’s photo is then tweeted back by Coke’s social media department within one hour. You don’t even need to be in Times Square to see the name in the spotlight. It’s a clever trick, don’t you think?

Since activation began two weeks ago, it generates around 200 messages per day. The billboard is the only media that promotes the campaign.

• Global Outreach

Coca-Cola’s Super Bowl advertising campaign was aired globally in 2012. It featured two polar bears who reacted in real-time to the events on the field. You could ask questions or post photos to Facebook and Twitter.

The bears immediately responded by pulling out their smartphones to send messages and using a tablet to display images from fans. Coke also streamed live footage to rich media ad banners at ESPN.com and mobile apps.

Coca-Cola’s global marketing techniques that have contributed to the company’s place as an industry leader, even after 125 years. To see more, you can view moreCoca-Cola’s projects.

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