Coca Cola
-
Upload
venkatesh-kg -
Category
Marketing
-
view
100 -
download
0
Transcript of Coca Cola
Harish Narayan [email protected]
Manikandan R [email protected]
Karthikeyan M [email protected]
Siddharth A [email protected]
Madhumitha L Reddy [email protected]
Venkatesh KG [email protected]
Kasi [email protected]
Anandh M [email protected]
Neelima [email protected]
Venkataraman M [email protected]
Key Campaigning Entities
The Samvaad Live-wire Room – To propagate strategic messages through brand convergence
Editorial Team consisted of 5 users & 20,000 followers (for apt content writing)
Content Curation Team – To make dynamic real-time content writing on various social media
The Advocates – 200 users picked having around 2,499n followers (To build virality)
Introduction
• FIFA World Cup 2014 which was held in Brazil needed more innovative social media campaigning in India as India had more Cricket followers
• Coca Cola campaign was spread over a period of 6 months
• Objective: Maximize conversation & capture new set of audience during each sub campaigns
• #WorldsCup – Introduced to make the campaigning open for all football lovers irrespective of the teams they supported
• Success was measured by the impact it created and the lives it touched
Key Campaigns
Coca Cola Trophy Tour
Objective: To bring the Indian football fans to the centre of action and live the brand’s ‘open happiness’ promise by kindling their passion
To generate positive buzz across multiple social media channels with just 4,00,000 rupee!
Coca Cola social media centre (Samvaad) was set up to shortlist candidates based on the liking for football and Coca Cola
Helped reach 150 million impressions
Key Campaigns (Contd.)
#WorldsCup
12 hour close strategic interaction assessing the people sentiment and posting contents accordingly
Helped reach 177 million impressions & 200,000 fan interactions in 1 single day
In addition many other hash tags targeting different segments of people was devised -#OpenHappiness , #FootballWithCoke , #SemisWithCoke & #FinalsWithCoke to mention a few
Key Campaigns (Contd.)Coca Cola Happiness Flag
Mission: To create world’s largest photo Mosaic to create a crowd-sourced symbol blending creativity & technology to unite the world
Target: To receive 10,000 entries from India
Strategy: Generic interactions of football lovers were observed and based on that information, content was conveyed on happiness flag campaign
Results: 13,000+ entries from India even though Indian team was not a part of it
Key Campaigns (Contd.)
33 Day World Cup Marathon
250 tribes with minimal overlap between the network was selected
Emphasized on Content, Conversation & Response Strategy
Emphasize on understanding consumer based on demographic, interests and based on certain key words
Subsequent posts based on the response got from people (based on comments/page visit/ number of likes over the period of time)
Overall Strategy
3-Tiered advocate program devised to create Virality
250 social users picked to create buzz in various social media platforms
Content Strategy - A series of content on Football related fashion and hair-do, match highlights propagated
Leveraging the brand ambassadors by conducting periodic quiz and keeping them engaged
Other Channels
Television (Awareness) Activation Social Radio/OOH/Print Digital
Promotional activity through global news channels – CNN IBN to influence opinion leaders
Promotion in West Bengal newspaper headlines – Sangbad Pratidin to get more penetration
West Bengal Franchise - live screening the matches which attracted 1000s of audiences everyday
NKA Acts – Tesco did nation wide promotion of coke during FIFA across all Star Bazaars
Predict the winners contest to drive excitement
CBO – Campaigning done in 5 states in two phases by providing samples to college going youths and QPDS program to increase volumes
Results
In FIFA 2014 World Cup, Coca Cola became the most recognized brand creating 6 billion impressions
In Twitter, positive brand sentiment increased from 6% to 18% in the month of June
Social purchase and attachment for the brand increased by 600%+ over a month period
Suggestions
Fantasy League – Similar to Super Selector or Fantasy Premier league
FIFA online game – Unveil scheduled games only on match day, so that fan following will be more
Award Twitter users for most retweets with #WorldsCup hashtag
Come up with official memes and spoof videos on important moments of the concluded match so that it goes viral
Conduct campaigns using mobile apps which is growing at a rapid phase
Promote on T-shirts & pullovers to drag the attention of non-football followers