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JR: We started with 150. Not so much about the idea, but about the scale of approvals wed need to go through, and ensuring we had accounted for all risk factors. Coke Social media chatter and media coverage blew up. Your privacy is extremely important to us. In order to get customers to buy, the company soon took the campaign to the social media (Senker & Foy 2012). The move by the company has been viewed by many across the world as a show of appreciation to the brands loyal customer base. Holm, A 2013, Philosophy of science: an introduction for future knowledge workers, Samfundslitteratur, Frederiksberg. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. Coca-Cola Mass Marketing. Share A Coke is a public In the process, the Coke brand will be in a position to maintain its dominance on the world soft drinks market. In order to determine the effectiveness of the marketing communications strategies applied by Coca-Cola, we will conduct a DRIP analysis (Kitchen & Pelsmacker 2004). 2023 Stratton Craig Registered in England and Wales No. By putting first names on the packs, we were speaking to our fans at eye level. Objectives. The timing plan for the campaign will be divided into five phases. Metas new suitability controls distance advertisers from harmful content. First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage. Who is the target audience for Share a Coke? Its a fancy way of saying that your website should be designed in a way that allows people with disabilities to, Digital marketing has become an essential strategy for businesses looking to expand their reach and drive revenue growth. Ballantyne, D 2004, Dialogue and its role in the development of relationship specific knowledge, Journal of Business and Industrial marketing, vol. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive.