New Report: Consumer Trends for 2020

We bring together global survey and social data to find the biggest consumer trends in your region.

Get the Report

New Report: Consumer Trends for 2020

We bring together global survey and social data to find the biggest consumer trends in your region.

Get the Report
Marketing

Published August 14th 2014

Forget Drinkability, For Coca-Cola It’s All About Share-ability

Resuscitating a nearly three-year-old effort, Coca Cola has breathed new life into its “Share A Coke” social media campaign. Share-ability ftw!

Resuscitating a nearly three-year-old effort, Coca Cola has breathed new life into its “Share a Coke” social media campaign.

First launched as an Australia-only campaign in 2011, Share a Coke photos have been filling up Instagram, Facebook and Twitter feeds this summer.

Branding media, and the general public, are paying close attention to the campaign. And having a lot of fun with it. Like this guy who popped the question with Coke.


Ripening on the Vine

 

Looking at data between June 28 and July 28, there were nearly 220,000 Twitter mentions of “Share a Coke” or the hashtag #shareacoke. A key trigger for mention spikes are Vine video stars with massive social media followings.

Mentions skyrocketed on:

  • July 14 – Vine star Cameron Dallas tweeted a picture of himself sharing some Cokes with friends which was RTed over67,000 times and favorited more than 17,000 times.
  • July 24 – Similarly, @OGKoolAid tweeted a picture of two Coke bottles that turned into a Rick James meme that was RTed over 12,000 times and favorited more than 9,000 times.
  • July  28 – Another Vine personality, Brent Rivera, made a collaborative video with Coca Cola for Share a Coke. His Tweet on July 28, linking to that video, garnered nearly 1,000 RTs and over 4,000 favorites.

Shareability at its best

 

Coca Cola has spurred shareable image posting and mentions (of the same old Coke product). All of these social media conversations perfectly align with the key action verb in the beverage company’s campaign – “share.”

 

Furthermore, the topics surrounding the campaign conversation are laser-focused on Coca-Cola, and posting images/virtually sharing Cokes on social platforms. They have revitalized an old campaign, and implemented on a global consumer level.

The nature of the campaign, simply sharing a Coke and oftentimes sharing an image of the named soda bottles and cans, has helped this campaign gain mentions. It’s easy, quick, and people love sharing photos. We’re quickly moving into an emoji-laden, video-phone conferencing, visual heavy communication style.

Giving into consumer ego – wanting to find their names, sharing their snarky comments for names like “soulmate” “bff” “ponies” and even “pepsi” – this campaign doesn’t discriminate. It’s for everyone. Even those with more obscure names are getting in on the conversation by adding their names onto bottles with tape and markers, creating memes, and more.

Brand and marketing media are paying close attention to the Share a Coke campaign. This AdWeek article focuses only on the personalized bottle hacks.

A BuzzFeed article directed specifically at The Simpsons’ fans posted a photo and the correlation between the Bort Share a Coke bottle and the beloved (never-ending) cartoon.


Hashtag heaven

 

Coming in with the fourth most used hashtag is #honoringourheroes – supermarket giant Kroger and Coca Cola partnered to support the troops in conjunction with the Share a Coke campaign. Another highly used hashtag, #littleponies, made it into the top 10 hashtags around the Share a Coke conversation thanks to one Twitter author.

Jose Marie Borja Viceral – stage name Vice Ganda – is a Filipino television presenter, endorser, actor, and recording artist. Vice’s TwitPic of a ‘Ponies’ Share a Coke bottle earned over 3,200 favorites and nearly 1,000 RTs.

 

1

Tweet all about it

 

Beating out even @cocacola’s own Twitter feed, Vine star Cameron Dallas has spurred a huge part of the Share A coke conversation with nearly 25 million impressions.

 

2

Who is sharing all these Cokes?

Gender Split

3Location Demographics 4

Additional countries getting involved with the Share a Coke campaign (with 0-1% of mentions):

  • Ireland
  • Hong Kong
  • Morroco
  • Singapore
  • Mexico
  • France
  • Australia (surprisingly since it was the location of the first Share a Coke campaign in 2011)
5

Brand domination

 

Unsurprisingly, Coca Cola is the most mentioned phrase in conversations around the campaign – with over 25,000 mentions (typically @mentioning or hashtagging the company). That’s just around 12.5% of the conversation. But what’s dominating the rest of the convo?

That’s exactly it. No one is. The pure action of sharing a Coke, posting images of said Coke, or sharing a “virtual” Coke are the key triggers in this conversation.

6

What do you think of the Share a Coke campaign – is it an evergreen branding campaign or a played out avenue for self-aggrandizement?

Do you have an exceptionally share-worthy picture or video from the campaign? Share it with us in the comments!


facets Created with Sketch.
facets-bottom Created with Sketch.
New: Consumer Research

Be Consumer Fit.

Adapt and win with Consumer Research, our new digital consumer intelligence platform.

Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.