Furthermore, as it was a social media campaign, it got a total of 18,300,000 plus media impression. AR can be a smart move in which customers allow to design their own bottle and cans. Product development using data analytics and innovative channels. This could mean more lively and excitable vending machines in malls or entertainment complexes, and more somber, functional behavior in a hospital. Furthermore, in our proprietary Social Index, Coke scored . Kindness is taking that empathetic knowledge and acting on it. @jacquelinewhitney_, writer #WorldKindnessDay, A post shared by Coca-Cola (@cocacola) on Nov 13, 2019 at 8:02am PST. Other soft drink brands manufactured and sold by the. With the help of hashtag #ShareaCoke, people started creating the content on behalf of Coca-Cola, and in return, they were promoting the best post which gives motivation to consumers to the public more and more content. Available at: [Accessed 2 May 2020]. 790 followers 500+ connections. [online] Available at: [Accessed 30 April 2020]. Let's take our yearly Coca-Cola Christmas trucks as an example. Coca-Cola also had a partnership with well-known celebrity, such as Selena Gomez, Lupita Nyongo and Tyrese Gibson who are a big influencer amongst the millennials. Ghosh, V., n.d. Share a Coke: An Advertising Campaign by Coca Cola. Being empathetic is the knowledge that we all are imperfect human-beings and sometimes we need someone to remind us were not alone. Ready For Some Fun? It combines OpenAI's technologies with Bain's digital implementation capabilities and strategic . Multi-channel retail data, customer profile data from loyalty programs, social media data, supply chain data, competitor data, sales and shipment data from bottling partners as well as transaction and merchandising data. Monitoring this flow of data also allowed Coke to release the Sprite Cherry flavour in certain markets. Gauging the effect these campaigns had also allowed Coke to see which campaigns did well and which ones didnt. Over the years, the company has embraced Big Data to drive its business strategic decisions. Fruits of this research were unveiled earlier this year when it was announced that the decision to launch Cherry Sprite as a new flavor was based on monitoring data collected from the latest generation of self-service soft drinks fountains, which allow customers to mix their own drinks. The AI will also adapt the machines behavior depending on its location. Ferdman, R., 2015. Famous singer Tyrese Gibson debuted his career on a Coke commercial in 1995, by holding a share a coke bottle with a word Dreamer printed on the bottle. Social media listening platform with industry-leading image recognition capabilities. Cloud providers prioritise sustainability in data center operations, while the IT industry needs to address carbon emissions and energy consumption. Abusive words and violate the cultural trend could be the biggest factor to ruin the whole image (Burton, Wilmer, Reed and Holder, 2016). They also use image recognition software to determine if an individual is taking a picture with a Coke brand in the image. YouGov What The World Thinks,. [iii], Coca Cola also uses data to inform how its sources for raw materials. Today, Coca-Cola is the world's largest beverage company, selling over 500 soft drinks in more than 200 countries. Coca-Cola is joining the slew of marketers leveraging the excitement surrounding the summer Olympics by tapping global influencers to upload social media content defining their own meaningful successes and encouraging fans to join in the fun via the #ThatsGold hashtag. As Henry Jenkins said: Success in the stickiness model has always ultimately depended on audience activity that happens away from the site- in other words, from spreadability and share is the technical term for it. A topline look at a few of Coca-Cola's key metrics from the last month. How TikTok owner ByteDance rose to become Chinas second-biggest digital ad player. In addition to thead and tour, Coke has worked with. I love video games and pizza. To celebratethe 2016 Olympic Gamesin Rio, Coca Cola Brazil launched the #ThatsGoldcampaign,which wasdesigned to celebrate the feeling that comes with accomplishing something great. Access Reach and Impressions data on both Post and Page level. Senior Manager, Social Media Analytics at The Coca-Cola Company Cincinnati, Ohio, United States. Xia, our AI, identifies which content your competitors are sponsoring. Coca-Cola Enterprises Optimizes Vehicle Routes for Efficient Product Delivery. We also use the telegram integration, allowing us to instantly get the most crucial mentions on specific topics. Since we work in six countries, it was critical for us that the system recognized all six languages spoken in the Caucasus and Central Asia, including Georgian. In 2015, for example, they were able to determine that Coca Cola products were mentioned online once every two seconds. Having access to this information helps them understand who their customers are, where they live, and what prompts them to discuss the brand. In Threat, as we all know that this campaign is a social media campaign, and social media as a platform is more harmful to any company or individual than its beneficial to them. The ancient Greek philosopher named Aristotle suggested that there are three key elements persuaded through spoken and written communication, and those are, Logos (logic & reasoning), Ethos (the character and reliability) and Pathos (the emotional dimension) (Vincent and Kolade, 2019). Coca-Cola has divided its functions into four parts which perform daily; focus on the market, work smart, behave like owners, and be the brand. In addition to gaining insights about potential market moves, adding AI to the vending machines also allowed coke to enable modern features to them. Available at: [Accessed 27 April 2020]. Take#ThatsGold, for example. Facebook Strategy of Coca Cola. Unmetric's human analysts work with Xia, our AI, to tag campaigns so you can see how they performed. designed to celebrate the feeling that comes with accomplishing something great. Even today, you can customise the bottle with your name using the 14 character limit and can order for $8 + shipping (The Coca-Cola Company). Then he replied; Coca-Cola is a massive global partner of Twitter, and they have been pushing us for some time on building a custom emoji. These freestyle fountain machines, which generated invaluable insights into customer preference, led to launch new brands and flavors. As the machines allow customers to add their own choice from a range of flavor shots to their drinks while they are mixed, this meant they were able to pick the most popular combinations and launch it as a ready-made, canned drink. This taste is, again, decided by marketing and customer preferences in each region. Speaking at Mobile World Congress this year, global senior digital director Mariano Bosaz said content creation is something that we have been doing for a very long time we brief creative agencies and then they come up with stories what I want to start experimenting with is automated narratives.. Great sharing. This is not it, the Facebook page got a huge hit, and the traffic was increased by whopping 870%, 170,000 tweets were posted over Twitter in 2011 which was a big deal back then, and Coca-Colas overall sales increased by 3%, which was a big achievement for the company who were struggling among their fanbase with the sale diminished by less than 50% (The Coca-Cola Company, 2014). The ability to see the performance of competitor campaigns and engagement lends itself to truly valuable insights. Their vast reach has expanded even further thanks to AI, as theyre able to analyze the web for mentions of their brand across the Internet. Worried your competitors are getting more Reach than you? Another campaign using similar tactics, but engaging consumers rather than artists, was the brands Share a Coke campaign, which involved Coca-Cola replacing the logo on the bottles of its Coke products with popular names. Initially, there were many agencies to pitch the idea of the campaign, around 15 minutes later, the second agency came up with the same idea that Ogilvy did with current share a coke campaign. Not only that, but they also required original and unique content to attract consumers with different languages and formats, which was one of the biggest hurdles to any organisation. I rarely see a brand so strong they can remove their own name from the product and come out stronger John D. According to Tim Grims (2013), an international research and analytics group, due to this campaign, about 6.8% of rising has seen into Coca-Colas Facebook community, globally. Esterl, M., 2014. #Shareacoke With The Mcgillicuddys. Hoyer and MacInnis (2010), have referred this type of group (teenagers and young adults) as a reference group, this group is kind of a community who are always comparing and trying to refer others to develop their own attitude and personality and behaviour. More diversity equals more opportunities. The company combines weather data, satellite images, information on crop yields, pricing factors and acidity and sweetness ratings, to ensure that orange crops are grown in an optimum way, and maintain a consistent taste. Coca-Cola does not merely use their social profiles to amplify their existing content but has a strategy tailor-made for each network and geographical location. [online] Digital Vidya. (i) The first and primary objective was to increase their sales as it was the summer period in Australia. Connaway and Radford stated that millennials are always seeking for more choices and selection with personalisation of the product with the company and customisation with convenience. Interfaces, 38(1), pp.4050. Coca-Cola Enterprises is the largest producer and distributor of Coca-Cola products like traditional soft drinks, juices, teas, milk & coffee-based beverages and so forth. [online] Brandingmag. The 2013 Share a Coke Campaign. Here I have generated some insights from my research work. Back in 2009, Coca-Cola launched 'Open Happiness', a globally integrated advertising campaign. The revamp marked the launch of the brandsnew social strategy rooted in optimism, uplift and connection. and was conceived to celebrate World Kindness Day (observed annually on November 13th). This allows technicians to receive information about equipment they are servicing, and get backup from experts at remote locations who can see what they are seeing and help to diagnose and solve technical problems. Analyze user-generated images from over 500K sources to know your customers better. Yes, we frequently compare the popularity of certain topics across different countries. There was one couple who announced pregnancy news by making a campaign video (image as below) which got 1 million views in just a few days (Youtube, 2014). Which features were the most useful to you? Anyonevisitingthe activation couldhave their photos taken with Coca-Colaprops, merchandise and memorabilia, with the resulting photos creating some great UGC for the company. Regarding the volume of brand mentions online, social media monitoring is one of the top priorities for Coca-Cola. Coca-Cola's Facebook game is even amazing. For example, we revealed that Ironman triathlon, marathons, and half-marathons are becoming increasingly popular in Kazakhstan. Most importantly, we have managed to speed up communication with our customers. As sales of sugary, fizzy drink products have declined in recent years Coca Cola has also hooked into data to help produce and market some of its healthier options, such as orange juice, which the company sells under a number of brands around the world (including Minute Maid and Simply Orange). The Coca Cola company is a shining example of a business which has re-ordered itself based on data and intelligence. Search the world's largest branded content catalog, Unmetric Analyze tracks over 100,000 brands. Share A Coke Video Success Story. Coca Cola closely tracks how its products are represented across social media, and in 2015 was able to calculate that its products were mentioned somewhere in the world an average of just over once every two seconds. Available at: [Accessed 26 April 2020]. Coca-Cola, one of the biggest companies in the world, is the poster child to show how big data analytics can be used to optimize marketing. In 2008, Coca Cola unveiled a new fountain drink machine, which allowed customers to prepare drinks, mixing a variety of flavors, from their smart phone. According to research by Global Web Index, 45% of beauty consumers look to reviews for online research purposes before buying a product. With 105 million Facebook fans and 35 million Twitter followers, social media is another hugely important source of data for the company. All of this data is used to plan future activities. Coca Cola has been investing extensively in research and development, especially in artificial intelligence, to better leverage the mountain of data it collects from customers all around the world. We monitor a variety of content, such as pictures from photoshoots with our products or creative videos. Sonja Kristiansen: As [], Xeim Limited, Registered in England and Wales with number 05243851 (@JASMINEZENG0221) November 25, 2019. Coca-Cola has used various tactics to ensure ithas maintained a healthy presence on social mediaand in this piece, Im going to look at three ways it keeps itself front of mind for consumers. Knowing this gives insight into who is consuming their drinks, where their customers are, and what situations prompt them to talk about their brand. With the campaign #Refreshthefeed on World Kindness Day, Coca Cola rebooted social networks and . Why Enterprises Are Super Hungry for Sustainable Cloud Computing, Oracle Thinks its Ahead of Microsoft, SAP, and IBM in AI SCM, Why LinkedIns Feed Algorithm Needs a Revamp, Council Post: Exploring the Pros and Cons of Generative AI in Speech, Video, 3D and Beyond, Enterprises Die for Domain Expertise Over New Technologies. To have a Coca-Cola in your hand with your name may influence anyone, and teenagers are the one group of age who is always looking for something new and personal. 0,0,0 . Basically, the differential segments that make this campaign unique than others are twofold (Group and Horse, n.d.). Also, they are the biggest audience who like to spend money on junk food, and soft drinks are must while having fast food like pizza, burger or else (Ghosh, n.d.). The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. 235,000 tweets of selfies were taken and posted over the Twitter, and around 111,000 campaign followers have responded to these tweets (Ghosh, n.d.). pic.twitter.com/RbQLA0Zo71, Haydn Dunn (@HaydnDunn) November 24, 2019. Someone that works @CocaCola told me the lit up Christmas trucks ???? Introducing Insights Copilot: an ultimate AI tool for social listening, Branded social listening dashboards and color customizations, Product news digest: More visual data for analysis and new reports for insights. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Want to learn more about technology and organizations? I like how this ad gets down to business with a clear benefit - "turn insights in action" - then gives me more product information and nice call-to-action: "get the free software now." Twitter, 2015. In addition, influencers were encouraged to share content on (the then new) Instagram Stories. [online] Available at: [Accessed 2 May 2020]. Share A Coke Credited With A Pop In Sales. [image] Available at: [Accessed 1 May 2020]. Understand your target audience demographics, interests, and occupations. [i] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [ii] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [iii] https://www.warc.com/newsandopinion/news/coke_taps_insight_from_freestyle_machines/40312, [iv] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [v] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, [vi] https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2. ?It's not really Christmas until you see the iconic truck on your TV, and tonight might just be the night. Copyright 2023 Centaur Media plc and / or its subsidiaries and licensors. Also, YouScan team delights us with updates and new features almost every two weeks. This strategy may attract a large number of their target audience who are mostly teenagers. If your outdoor advertisement appears in consumer images, that is, if people utilize it as a photo location - this is the best result! This article was published as a part of the Data Science Blogathon. Thats how they come up with this brilliant idea, which is simple by taking off the brand name and replace it with 250 most common name (in the US) of the people (Group and Horse, n.d.). IPA Social Works,. Grimes, T., 2013. In addition to the earned and owned social media coverage, the campaign was successfulfinancially too. Perovi, N., 2015. The algorithm then finds the best combination of variables in order to match products to local consumer tastes in the 200-plus countries around the world where its products are sold. Opinions expressed by Forbes Contributors are their own. What data do you include in your reports? This multi-pronged approach is likeothertakeoversthe company has rolled out in the past. Given the size of its operations, Coca Cola generates a substantial amount of data across its value chain including sourcing, production, distribution, sales and customer feedback. 2014. While for Pepsi the breakdown is more even (58.8% vs. 41.2%), the share of male mentioners for Coca-Cola is twice as big as female authors (67.6% vs. 32.4%). To make this campaign successful, Coca-Cola has started to feature creative selfies all over the billboards, news and websites. This campaign is the best example of Word-of-Mouth (WOM) marketing strategy. Their performance on social media is no different. The hilltop ad retains a canonical place in advertising history. https://www.forbes.com/sites/bernardmarr/2017/09/18/the-amazing-ways-coca-cola-uses-artificial-intelligence-ai-and-big-data-to-drive-success/#57347fe578d2, TOMRA Potatoes to the Right, Rocks to the Left. A look at both the global and North America share of voice in terms of social media engagement shows two different pictures. The interface was also important to us. Explore how renowned brands use social media intelligence tools to boost their revenues. Both Coca-Cola's and Pepsi's audiences on social media are primarily male. However, social was at the heart of the campaign right from the very beginning. The companys products are not sold in only two countries (North Korea and Cuba) on the planet. The brand partnered with artists on Instagram to create original Coke-inspired images, all responding to kindness. ByteDance, the company behind the wildly popular short video app TikTok, is a rapidly rising star in the Chinese tech scene. New social commerce apps such as Trendio and Flip are aiming to transform the beauty space, combining TikTok-style short videos with ecommerce capabilities. Coca-Cola Champions Inclusivity With Latest Share A Coke Campaign. OfficialGeekery, 2014. Leverage what worked in the past to build future campaigns. Moreover, surprisingly over 1.25 million young adults have tried and participate in this campaign (Group and Horse, n.d.). It actively uses online digital marketing platforms like Facebook, Twitter, Instagram, YouTube, and Snapchat to post images, videos, and more. Mathew Chacko, Coca-Cola's director of enterprise architecture, and Remco Brouwer, the company's director of business intelligence, are tasked with integrating data from 250 bottlers around the world and then giving them back their information in formats they each can read. The company also sent some to celebrities and let the public find them for themselves in store, with the aim of them sharing their own personalised Coke bottle on social media. In a world that is increasingly dynamic, with changing customer behavior, Coca Cola is betting on Big Data to remain relevant. Share a Coke An Investigation of Social Media Marketing. As social media has evolvedand matured, consumers thirst and expectation for original, authentic content have increased exponentially and the worlds biggest brands are not excused. Carn, J., MacLeod, H. and Vacher, L., n.d. Rethinking itself as a technology-driven company with a focus on strategic implementation of data and AI means it is likely to retain its place at the head of the pack for the foreseeable future. More recently, Greg Chambers, global director of digital innovation, has said AI is the foundation for everything we do. Coca-Cola will be sending its famoustruckon a tour tovisitseveralUK Towns and Citiesfor Christmassy pop-ups, where consumers will be able to sample its limited-editionCoca-Cola zero sugar Cinnamon. Our team is made up of six managers, one per country. CokeS Personalized Marketing Campaign Gains Online Buzz. Coke has also been using AI for optimizing other tasks such as overtime costs, supply chain management and promotion code scanning using OCR. Communication Studies,. Social Media Analytics and Insights on Coca-Cola A deep dive into the social media habits and performance of Coca-Cola Unmetric Analyze tracks over 100,000 brands. Gibson, T., 2015. Within six months, "Open Happiness" gained global attention, and Coca-Cola grew its sales by 17%. Coca-Cola Share A Coke Storybox. #shareacoke with Wu ???????????? Cycling in the 20+ age group also took the lead. Besides, as per the research, they came to know that Australian call their close one with either their first name or the colloquial word mate (Marketing, 2012). Techcrunch Is Now A Part Of Verizon Media. How about monitoring competitors in real-time, or finding data-driven inspiration for content creation? Coca-Cola's #ShareaCoke: Social Media Marketing Campaign Analysis "Social Media Is About Sociology And Psychology More Than Technology" -Brian Solis C oca-Cola Enterprises is the.