Coca-Cola’s successful marketing case

Coca-Cola is one of the most famous products in the world and a part of popular culture. The following are the successful marketing cases of Coca-Cola that I have compiled for you, welcome to read!

Coca-Cola’s successful marketing case 1:

An outdoor creative advertising video of Dubai Coca-Cola became popular on Weibo : In Dubai, there are a large number of South Asian workers who earn a meager salary of US$6 per day. For them, calling at US$0.91 per minute is very luxurious.

In order to facilitate these workers, Coca-Cola developed a phone booth device hello happiness? that can use Coke bottle caps as call charges. Just put in a bottle cap and get three minutes of free international calls.

This Coca-Cola advertisement aroused a strong response. According to incomplete statistics, the video has more than 66,000 likes and has been forwarded more than 120,000 times.

According to the advertising company of this event, the "hellohappiness" advertising video is mainly placed on social networks that are popular among young people, such as Weibo and major portals. Coca-Cola's advertising It also received a large number of reposts from big Vs on Weibo.

Precision marketing, leveraging the nickname bottle?

According to reports, when Coca-Cola launched the "nickname bottle", it first launched products for opinion leaders, combined with the star effect, and used celebrities, The activity of fashion celebrities and social celebrities on social networks creates N information high points, resulting in a wide range of dissemination and diffusion, and then arouses the public's interest.

The celebrity foodie goddess and best friend.

In the early stages of the promotion, many "gurus", artists, celebrities and media accounts on social platforms showed off "nickname bottles" with their names, which in turn caused a tsunami-like response. Wave after wave of spreading craze.

Coca-Cola has captured various keywords and social tags on social platforms, and this is exactly the topic that people born in the 80s, 90s, and 00s are currently focusing on, especially the gap between Internet terms and daily life terms. At a time when boundaries are becoming increasingly blurred, such a "nickname bottle" has fertile soil for survival, and it has the ability to sprout, grow, and flourish.

It is worth mentioning that among the more than 60 nicknames, "Diaosi" was not chosen by Coca-Cola. This is because Coca-Cola needs to choose a positive and uplifting nickname.

Coca-Cola’s successful marketing case 2:

Speaking of Coca-Cola’s marketing cases in recent years, we have to mention the nickname bottle phenomenon that became very popular last year. There have been many analyzes of this classic case, but I will only mention a few here. Is the communication content in this case considered original to Coca-Cola? In fact, no, the communication content used by Coca-Cola, such as "high, rich and handsome", "diaosi", are all content that has long been available on the Internet. These words are similar to "Unconscious Jueli" ?Such Internet abbreviations are also popular labels in the current Internet era. Coca-Cola only selects words with "personalized" characteristics, and these words are consistent with Coca-Cola's own brand culture, and then prints them on the Coca-Cola bottle.

Those who really created these words are actually ordinary young people in this society. They may be consumers of Coca-Cola. They created these words to express themselves, and Coca-Cola returned these content nodes? ?themselves.

The key is, why did Coca-Cola only think of such a simple idea and become so popular? I think an interview in Harvard Business Review as early as 2011 answered this question. In the interview, Joe Tripodi, CMO of Coca-Cola Company, pointed out that as a consumer goods company, we must understand that consumers can create more information than you; consumers, not you, own your brand.

In other words, a good social marketing case does not require you to come up with an earth-shattering idea. Every era has its own content nodes, and the creators of these content nodes are likely to They are your consumers. FMCG companies only need to listen humbly to consumers’ self-created “content” and find content nodes that fit your brand to spread. As Joe pointed out, Coca-Cola's role should be that of a host, not a broadcaster or evangelist.

The opposite case is the famous failure of Li Ning to change its brand. Li Ning wanted to use the content node of "post-90s" to complete a brand revolution. However, the content node of "post-90s" was not What Li Ning Company’s main target customer groups advocate. In other words, Li Ning has just forgotten the fact that consumers, not Li Ning Company, own the Li Ning brand. When a brand is created and survives for a long time, it has an independent life, just like a character created by a writer. Readers will not easily allow the author to change all this, just like Sherlock Holmes fans did not allow Conan Doyle to kill the detective in their minds. When the company tried to forcibly replace it with another concept, it failed.

2. Emotional Nodes

Anyone who travels must have had this experience. Many tourist attractions will send you some brochures, and every time you visit an attraction, they will give you a booklet. A chapter confirms that someone has been here in a seemingly more formal way. For ordinary people, this is also a way to gain a sense of presence. This is actually an emotional tipping point that can arouse beautiful emotional feelings in people's hearts.

Last year, Coca-Cola and Papa cooperated to bring this to the mobile Internet. One of the features of PaPa is the photo filter function. Previously, the PaPa watermark filter only opened this privileged service for the movie "Rooftop Love" directed by Li Bingbing and Jay Chou. In order to cooperate with the nickname bottle activity, Coca-Cola decided to customize and launch Coca-Cola's exclusive watermark after consultation and communication with the staff of Papa. They tried to use the photo watermark for advertising and marketing, so that everyone can have a sense of presence when taking photos. And share it to Sina Weibo, Tencent Weibo, QQ Zone, WeChat Moments, Renren, etc. through PaPa. As a result, within two weeks of the watermark filter going online, more than 20,000 pictures on Papa were added with the Coca-Cola nickname bottle watermark filter by netizens.

In this case, the difficulty lies not in the discovery of emotional nodes, but in how to realize them. In the past, Coca-Cola may have used more affectionate advertisements to detonate this "emotional node", but in this case, Coca-Cola thought of using electronic imprints such as watermarks, which provides a new possibility. sex.

3. Time nodes

In the Internet era, the best examples of time node utilization are the "Double Eleven" invented by Alibaba and the limited-time flash sales commonly used by e-commerce websites. How to play. The emergence of e-commerce has changed people's consumption time patterns. For example, in the past, holiday leisure time was the peak period for people to shop, because it was impossible for people to leave the office and go shopping during working hours, and merchants often chose this time to carry out promotions. But e-commerce changed all that and formed new sales time peaks with its own rhythm.

Coca-Cola recently cooperated with Yi Xun and tried to launch a limited-time flash sale event at 3 p.m. The reason for choosing this time is that Coca-Cola believes that 3 pm is a time when office workers are tired and less focused. In many companies, 3 pm is the time for tea break. At this time, people browse e-commerce websites and shop online. The probability will also be greatly increased.

IV. Space nodes

Wherever consumers appear, we will appear. ? FMCG companies such as Coca-Cola often emphasize this principle. Therefore, giants such as Coca-Cola and Adidas will spend many years to sponsor events such as the World Cup and the Olympic Games. Because in a specific space like the arena, consumer attention will increase exponentially.

But in the era of mobile Internet, people go out less often, but they are everywhere in the virtual space of the Internet. Not only will they watch the game live, but they will also share and express their emotions through the Internet or mobile terminals. At this time, how to carry out social marketing is very troublesome.

In June 2014, the World Cup in Brazil is about to begin, and Coca-Cola’s new marketing plan is still unknown. However, during the 2010 World Cup in South Africa, Coca-Cola headquarters teamed up with FIFA to exclusively film a 60-minute "Coca-Cola 2010 FIFA World Cup Classic Goal Celebration Review" for broadcast on the Internet, which included Bebeto's 1994 World Cup. Cradle dance, Uncle Mila's corner flag twerking in the 1990 World Cup. and exclusive revisits of these famous players who made history. The problem is, this is more like a collection of World Cup goals. Why did Coca-Cola think of shooting such a documentary, and how does this relate to Coca-Cola’s brand communication?

One of the shots may make people think You realize something. It turns out that in the 1990 World Cup 20 years ago, Uncle Mira led the Cameroon team to the quarterfinals of the World Cup. This was not only the first time an African team reached the quarterfinals of the World Cup, but also the best result so far. After scoring a goal, Uncle Mira liked to run to the corner flag area and twerk. Due to some strange coincidence, the advertisement playing on the billboard beside the field happened to be for Coca-Cola! Uncle Mira and Coca-Cola were frozen in history by TV cameras. , Coca-Cola staff discovered this special moment that happened by chance, so they put the old wine in new bottles, reused it, and played it at the beginning of the documentary. The 2010 World Cup was also the first time it was held on the African continent. Coca-Cola's documentary could evoke the infinitely beautiful memories of Africans 20 years ago, and the communication achieved unexpectedly good results.

In this case, Coca-Cola combined the historical spatial nodes of the past with the current hot spots and re-disseminated them. It seems accidental, but it still has universal significance.

Coca-Cola’s successful marketing case 3:

In the summer of 2012, to cheer for the Chinese team at the London Olympics, Coca-Cola launched the "Power of Beat" Campaign, inviting consumers to "join China" "Rhythm" to cheer and encourage the Chinese sports delegation.

Hong Media uses its unique "Tianmu" technology to gain timely insight into the most real needs of each consumer, establish a consumer behavior archive, and comprehensively analyze consumers' main and potential interests. At the same time, Hong Media breaks the constraints of fixed advertising spaces and closely follows consumers to display advertisements across the entire network.

With precise targeting technology combined with outstanding creative design, Hong Media promoted advertising to be displayed more than 10 million times within 7 days, covering 6 million target audiences. The average viewing time of the ad is 86% of the total ad time, and the target audience click-through rate exceeds 4.

Background introduction

Coca-Cola was born in 1886. It is the world’s No. 1 carbonated drink and one of the most famous products in the world, with its cool and refreshing taste and freedom. The dynamic brand image is welcomed by consumers, especially young consumers. Today Coca-Cola is not only a pleasant drink, but also a part of popular culture.

In July 2012, the 30th Olympic Games will be held in London, England. In order to support the Chinese team at the London Olympics, Coca-Cola launched the "Power of Beat" Campaign. Through the passionate explanations of the new members of the Chinese team such as Liu Xiang, He Zi, Chen Yibing, Zhang Jike, etc., consumers were invited to "join the beat of China" to cheer and encourage them. . This advertisement is mainly launched in conjunction with the "Power of Beat" Campaign. The advertisement closely matches the hot events of the Olympic Games. By creating a sense of suspense, it attracts target consumers to arrive at the main page of the Campaign with curiosity and explore more content.

Coca-Cola’s target audience is mainly young consumers.

In addition, consumers who follow the Olympics and the latest information about Chinese athletes are also the target groups that this campaign hopes to influence.

Delivery plan

Hong Media’s goal is to help Coca-Cola accurately target its core audience and effectively convey brand information one-to-one.

From Baidu search data, we can know that consumers who are concerned about the Olympics are paying close attention to the opening and competition arrangements of the Olympic Games in the near future. In addition, China's star athletes - such as Liu Xiang and Zhang Jike - are also the targets of their focus. Young consumers will not only follow the activities of Coca-Cola and similar brands in a timely manner, but are also keen to socialize through Renren, pursue online novels and comics, and watch entertainment, animation and other videos on Youku.

Hong Media uses its unique "Tianmu" technology to gain timely insight into the most real needs of each consumer, establish a consumer behavior archive, and comprehensively analyze consumers' main and potential interests. At the same time, Hong Media breaks the constraints of fixed advertising spaces and closely follows consumers to display advertisements across the entire network.

Creative design

In order to highlight the dynamics and fashion of Coca-Cola advertising and better convey the advertising theme, Hong Media specially designed leading animations and special playback frames to capture the target audience immediately eyeball. The leading animation uses the new force of the Chinese Olympic team as the main visual, with a large message "Listen, what is the sound? Make them full of energy?" to ask the audience, and then cut to the video advertisement.

The video box uses the background of the Campaign main page, with an eye-catching LOGO in the upper left corner to unify the brand information. The audience can use the two different buttons "Find Clues" and "Reveal the Answer" on the lower right side of the video box to reach the "Clues" and "Reveal" pages on the main Campaign page respectively to watch the full video and learn more about the event. They can also watch the video through the video Social Media sharing above the box, one-click to communicate and share with Coca-Cola official pages/accounts on Renren, Kaixin.com, Sina Weibo and Tencent Weibo.

Delivery results

The advertisement was displayed more than 10 million times within 7 days, covering 6 million target audiences. The average viewing time of the ad is 86% of the total ad time, and the target audience click-through rate exceeds 4.