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Effective Personalized Marketing Example: Coca-Cola

Coca-cola's personalized marketing campaign
Len Smofsky   Tue July 10, 2018

Looking for a great example of personalized marketing done right? We know that personalized marketing connects customers to brands on the deepest level. That’s why so many companies are looking to find innovative ways to win customers by involving them in the story of their brand.

In this case study, we are going to take a closer look at the success of an excellent personalized marketing campaign from Coca-Cola.

personalized marketing campaign

Coca-Cola’s “Share a Coke” Campaign

In 2011, Coca-Cola launched their “Share-a-Coke” identity-based campaign that still runs to this day, and continues to resonate with consumers. Originating in Australia, the genius of this campaign has since spread to more than 70 countries worldwide.

The Coca-Cola team launched this campaign to reconnect with a younger generation who weren't drinking as much of their product. In fact, 50% of Australian teens and young millennials at the time of the campaign’s launch had never tasted Coke.

By use of personalization tactics, Coca-Cola was able to successfully create an emotional connection with their consumers. Cans and bottles were labeled with the top 150 names in Australia.

Creating an Emotional Appeal

The personalization of their labels resulted in customers scouring through store shelves and vending machines looking not only for their own name, but the names of their families, friends and co-workers.

Since its launch, the brand has expanded their personalized reach from names to labels and moments by placing words like “BFF’s” and “Superstar” on their labels. They’ve also explored adding their customers’ favourite quotes and lyrics from various sources of pop culture.

Today, customers can order customized apparel, cans, bottles, and other gifts from the Coca-Cola online store.

#ShareACoke

Coca-Cola’s simple yet ingenious call to action encouraged their customers to “#ShareACoke”. By simply adding names in place of their logo, the move saw a heavy increase of sales to teens and a heavy increase in social traffic.

People weren’t sharing to promote the brand. Rather they were sharing their own stories, and special moments.

Related Article: See how you can increase the social response in your videos and marketing messages with these powerful call-to-actions.

Powerful Results

In just 3 months time after the launch of the campaign in Australia, the campaign saw some very impressive results:

  • Young adult consumption increased by 7%
  • 76,000+ virtual Coke cans were shared online
  • Over 378,000 custom Coke cans were printed at kiosks at various malls and events
  • 870% increase in Facebook Traffic
  • 121 million earned media impressions on Facebook

Source

Main Takeaway:

Coca-Cola’s Share a Coke campaign found a great way to include their customers in a part of their story. This shows the power of including your customers' name in your marketing messages. By adding a simple personal touch to their label, the brand was able to not only increase their sales, but bolster their cultural status among a younger generation.

Interested in seeing more examples of personalized marketing done right? Review our case study section. For more on what it takes to create a successful personalized marketing campaign like this one, stay tuned to the BlueRush blog.


About the author: Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area. 

Specializing in corporate communications, Len founded one of Canada's most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media. 

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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