Interview: Ogilvy Head of Data & Analytics Julián Esbri on Empathy, Creativity, and Agility, Inspired by Brandwatch Insights
By Isabel PeláezSep 23
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis,
our bulletins will be essential reading to get the pulse of the nation
Published August 14th 2014
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.
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:
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.
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.
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.
Gender SplitLocation Demographics
Additional countries getting involved with the Share a Coke campaign (with 0-1% of mentions):
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.
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!
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis, our bulletins will be essential reading to get the pulse of the nation.