The soft drink giant’s summer campaign saw the brand release bottles with personalised names. ‘Share a Coke’ was a hit on social media, with consumers sharing images and stories of the campaign. The campaign microsite redirected customers to the Coca Cola Facebook page.
In addition to the phenomenal increase in its Facebook traffic, the brand also gained 650,000 fans on the social network, a gain of 40%.
Coca-Cola South Pacific marketing director, Lucie Austin, told AdNews: “I think we’ve learnt over the years, being where the consumer is makes it an easier experience for them. This was very much about creating stories that were very easy to manage through Facebook.
“That’s where consumers are, which is why we thought Facebook was the most relevant platform to really drive the whole campaign.”