Coca Cola's "Share a Coke" campaign has been one of the most successful and innovative ads that I can recall. The Share a Coke campaign was started when the company realized that they needed to appeal to a younger market. So, they decided to swap their Coke logo with today's popular names, and boy did it work!
It wasn't long before the Share a Coke campaign went viral and was visible in just about every social media outlet imaginable. There were commercials, standard billboards, digital billboards, kiosks, radio ads and even the media took notice and caught the Share a Coke buzz. There has also been apparel branded after this campaign.
By swapping out their logos and adding a personal touch to their cans and bottles, Coke took not only their existing market segment by storm, but also reached a totally new market segment that they would may not have otherwise been able to reach.
Initially, it was 150 popular Australian names that were chosen to be placed on Coke cans and bottles. Australian names were chosen because according to a survey conducted by Coke, half of Australia's teen and young adult population had never tasted a Coke. This was their opportunity, as Coke stated to reconnect with Australia. Coke's marketing campaign proved to be brilliantly successful! Shortly thereafter Coca Cola received tons of request to add more names to their cans and bottles. The company turned to social media once more to have people vote on 50 additional names that would later appear on Coke cans, bottles and apparel.
Due to this widely successful campaign, Coca Cola experienced an 870% increase in Facebook traffic alone! According to Coca Cola's stats, there was also a 12,020,000 earned media impressions, 76,000 virtual Coke cans were shared, 378,000 custom Coke cans were printed, 5% more people were drinking Coke and within 3 months the young adult consumption increased by 7% and the list goes on.
I was so enthused by Coke's ad campaign, that I even purchased a custom Coke to share!
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