Enlisted below are the findings from Share a Coke campaign analysis:

·        The ratio to young to adult consumption of Coca-Cola was up by 7%.

·        The campaign earned around 18.3 Lakhs media impressions

·        The Facebook website saw a traffic increased by 870% while the Facebook page, on the other hand, grew by 39% in terms of fans.

·        Around 76,000 virtual Coke cans were shared online

·        A total of 378,000 custom Coke cans were printed across the country.

·        The campaign created a positive image of the Coca-Cola as a brand

The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Coke rolled out the ‘Share a Coke’ campaign through various channels like newspapers and TV commercials. But it was social media channels, particularly Facebook that the campaign really started picking up steam. Through Facebook, users participated in a large scale. Moreover, the campaign had achieved mass sharing, through customers could connect with each other. Basically, consumers had to SMS their friend’s name which would be displayed live on the iconic Coca-Cola sign located at Sydney’s King’s Cross. The user then would receive an MMS via which they could share their chosen friend’s name lit up in lights through Facebook or send him/her mail.

2.) Encouraging participation creation of online media campaign: