Coca-Cola Roja: Coca-Cola “Share a Coke” Brand Awareness

 
Campaign Summary

Globally, the popularity of Coca-Cola among young people was decreasing. The brand needed to raise awareness and increase brand love. The global “Share a Coke” campaign was successful, so the company decided to adapt the idea for young audiences in Mexico. The campaign was adapted for local needs and launched on mobile, because that’s where Mexico’s younger generations spend their time. This allowed Coca-Cola not only to reach its awareness metrics but to sell three times the goal initially planned for the region.

Strategy

Objective and Context:

The objective of the campaign was to increase brand love among teens and young adults in Mexico by launching a mobile campaign to grab their attention.

Target Audience:

The target audience was members of Generation Z and Millennials in Mexico. These generations are fun, interesting, globally connected, and true to themselves. They love connections with their friends but they don’t necessarily need their peers’ approval. They are hard to please, always on the move, creative, and entrepreneurial.

Young people in Mexico have different mobile experiences depending on socio-economic status. Wealthier young Mexicans have a high-end mobile life, and others hardly have Wi-Fi sometimes. Coca-Cola needed to reach all 22 million of them.

Creative Strategy:

Coca-Cola wanted to reconnect with the lives of teens and young adults, so the brand’s display advertising needed to be epic, different, and innovative. Coca-Cola designed the display ads specifically to captivate the audience and stimulate their emotions. The company used search technology and contextual marketing so that if a young person searched a Bruno Mars song on YouTube, Coca-Cola made it possible to “Share a Coke” with him.

Execution

Overall Campaign Execution:

Coca-Cola researched the top 100 searches on YouTube and created short ads with the names of those artists, athletes, and YouTubers. On Crackle, the brand did something similar, showing preroll ads of cans personalized with the names of the actors and characters in the upcoming video. On Yahoo!, the brand made dynamic banners that fit a certain profile based on what the user liked and optimized them in real time. This was the first time Coca-Cola had done this campaign in Mexico, and it was a very big deal for an audience who was not necessarily connecting with the brand before.

Mobile Execution:

Coca-Cola needed to cover the diverse range of mobile needs in Mexico, from high-tech phones to lower quality phones and inconsistent Wi-Fi. The brand partnered with mobile experts to develop responsive contexts that displayed high-quality resolutions with very low broadband needs.

Results (including context, evaluation, and market impact)
  • The campaign reached 1.7 million users, 80 percent of the target audience, for a total of 81 million impressions.
  • The TV commercial received more than 3.2 million views.
  • The website had almost two million visits.
  • More than 51 percent of website visits came from mobile devices.
  • The brand’s view KPIs went up by 4,000 percent, and the cost per view went down to 2 percent of the initial estimated budget.
  • Forty-four percent of Mexico shared a Coke.
  • The “brand love” score was at its highest in three years, growing more than 11 percent in brand awareness, more than five points in brand preference, and three points in “For someone like me” indicators.

Categories: | Industries: | Objectives: Cross Media Integration, Cross Mobile Integration | Awards: Finalist