Post on 11-Jul-2015
Campaign: Share a Coke Client: Coca-Cola Agencies: Ogilvy, Naked Communications, Wunderman, Momentum Location: Australia
(MarketingMagazine
, 2012;
O
gilvy Australia,
2013)
Per Capita Consumption(Coca-Cola Amatil, 201
2)
0
100
200
300
400
1991 2001 2011
The average number of 8 ounce servings of Coke that people consume each year
338
339.5
341
342.5
344
2010 2011
Marketing Challeng
e
• Lack of connection between the brand and teens/young adults resulted in decline of sales !
• Brand awareness and recall was not getting converted into sales
Decrease in volume (million unit cases)
(1.4%)
(Coca-Cola Amatil, 2012)
Assumptions
• Advancements in technology led to new forms of social interactions
!• Consumers preferred Interactive campaigns
rather than basic informative ones. ! !• Consumers would buy products they feel
connected with !
‘ The more friends we gather inline the fewer we see in real life'‘The more friends we gather online the fewer we see in real life'
(Ogilvy Australi
a, 2013)
Objectives
• To get Australia involved with the coke brand and subsequently increase sales
• To be the centre of social interactions !
• To ‘Get Personal’ -> attaining a personal connection with the brand
applied in ‘Sha
re a Coke’ campaign
Consumer psychology
theories
Experiential Consumption
• Coke had a symbolic meaning of friendship, connectivity, happiness and joyfulness !
‘SHARE A COKE’ FOCUSES ON: • subjective characteristics of the product
and the packaging !
• No focus of physical attributes e.g. taste, quality
(Holbrook and Hirchman, 198
2)
Experiential Consumption
• Arousal component the right brain (associated with emotions) of consumers is activated
!
• Consumption of Coke is centred around enjoyment and feelings of pleasure'
(Holbrook and Hirchman, 198
2)
Intervening Response System – Experiential View
Environmental Input
Product !Subjective Features (not price, taste or health) Symbolic Benefits Non-verbal Stimulus (feel) Syntactic (Personal Interpretation)
Task !Hedonic Meaning (Enjoyment & Fun seeking) !Type of Involvement !Orientation Reaction, arousal
Cognition !Imagery, fantasies, Daydream mentality
Affect !Emotions & Feelings (happiness, sharing, and nostalgia)
Behaviour !Not just buying a coke !-> consumption activity by engaging into an activity
!Output !-> Consequence: !Fun, enjoyment, pleasure (finding & asking for a name, identify with the product, making someone else happy)
Consumer Input
! Criteria ! Esthetic
!Learning !Association re-inforcement
(Holbrook and Hirchman, 198
2)
Consumption practices
Consumers directly engage with consumption objects
(object actions)
Structure
Looking for the bottle with the correct name
(new names upon popular demand)
Interactions with other people in which consuming objects serve as focal resources (interpersonal actions)
Consumers directly engage with consumption objects
(object actions)
(Holt, 1995)
Consumption practices
THE PURPOSE OF CONSUMER CONSUMPTION consumers’ action of buying a coke is a means of a
further end (sharing it with someone else) !
METAPHORS 1. CONSUMING AS AN EXPERIENCE
2. CONSUMING AS AN INTEGRATION
3. CONSUMING AS A CLASSIFICATIONS
4. CONSUMING AS A PLAY
(Holt, 1995)
Consumption practices(Holt, 1995)
CONSUMING as an experience
APPRECIATING • Consumers respond emotionally to situations, people,
actions, and objects such as bottles with a name on them • Sharing is a pleasant experience -> symbolic linkages
with friendship and connection
Consumption practices(Holt, 1995)
CONSUMING as an integration
Consumers appropriate the consumption object's meanings by breaking down the institutional distancing consumer-consumption object
PRODUCING • Acts that help to enhance the perception of consumers being significantly involved in the coke’s production
EX.: Queuing to have a name printed on the
PERSONALISING • Involves exerting consumers’ influence onto the product
EX.: High demand of new names
Consumption practices(Holt, 1995)
CONSUMING as classification
Consumers use coke to classify themselves as
a loyal coke users, when compared with competition
It helps to enhance the distinction
OBJECT • Coke cans with names on them
ACTIONS • Waiting in a queue in order to have personal name printed on the can
• Creating Facebook Fan page to get personal names included in the coke’s edition
Consumption practices(Holt, 1995)
CONSUMING as a play
SOCIALISING • Consumers use products as means to socialise and entertain each other through feelings and thoughts linked to that experience
Movement of meaning
From the culture to the product using communications (advertising)
!
!
‘ The more friends we gather inline t ! he
fewer we see in real life'
Cultural principles (digital society) !
(fragmentation of information)
Social media (interconnection of people,
interaction with consumers)
(McCracken, 1986)
Movement of meaning
From the product to the consumer!!
POSSESSION RITUAL EXCHANGE RITUAL
physical object (Coke bottle) becomes
a possession !
through names’ on the cans, the possession is personalised
!transfer of meaning
physical object (Coke bottle) is used
as a gift !
The meanings of object are transferred alongside the
giving object !Name on the Coke bottle
transfers not only the physical but also emotional meaning
(McCracken, 1986)
Brand Community?
Consumers engaged in innovative ways to
enhance the campaign !
• Mall Challenge • Facebook pages
(Muniz and O’guinn
, 2001)
‘Share a Coke’
Mall Challenge
Social Media Community
Effectivenes
s
✓ young adults’ consumption increased by 4% (YoY) in the first three months
(Ogilvy Australi
a, 2013)
Effectiven
ess !
✓ 62,208 virtual Cokes created of which 56,211 were shared generating 1,719,227 newsfeed impressions
(Ogilvy Australi
a, 2013)
Effectivenes
s
✓ 870% increase in Facebook traffic
(Marketing Magazine
, 2012)
Effectivenes
s
✓ 378,000 custom Coke cans printed (126,000 at Coke’s Westfield kiosks)
(Marketing Magazine
, 2012)
Suggested Improvem
ents
1. Collectivist Cultures • integrating a sense of family -> family names printed on larger bottles of coke
2. Incorporating ‘Share a Coke’ with occasions like Valentine’s day Ex. personalised heart shaped labels
‘ The more friends we gather inline the fewer we see in real life'
References
Holbrook, M. and Hirschman, E.C. (1982). The experiential
aspects of consumption: consumer fantasies feelings
and fun, Journal of Consumer Research, 9 (2), pp.132-140.!
Ogilvy Australia (2013). Ogilvy web page. [online] Available at: <http://ogilvy.com.au/the-work/share-a-coke> [Accessed 11 Nov 2013].
Coca-Cola Amantil (2013). Cited in Bank of India annual report, last updated 10 November 2013. [online] Available at: <http://ccamatil.com/InvestorRelations/Results/2012/2012%20Interim%20Result%20-%2022%20August%202012/HY12%20-%20ASX%20Release.pdf> [Accessed 10 November 2013].
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research. 13 (1), pp. 71-84.
Muniz, A.M. and Guinn, T.C.O. (2001). Brand Community, Journal of Consumer Research, 27 (4), pp. 412-432.
Marketing magazine (2012). ‘Share a Coke’ campaign post-analysis. [online] Available at: <http://www.marketingmag.com.au/case-studies/share-a-coke-campaign-post-analysis-15944/#.Uo6HcpEyWQI> [Accessed 15 Nov 2013].!
Holt, D.B. (1995) How consumers consumer: a typology of consumption practices, Journal of Consumer Research, 22 (1), pp. 1-16.