Coca-Cola Digital Campaign: From 2009 to 2016, Coca-Cola’s slogan has always been “Open Happiness”. All Coca-Cola marketing campaigns are built around happiness. Happiness is something that people crave, but at the same time, the definition of happiness is very abstract. In the Case study of Coca-Cola contour digital campaign, Coca-Cola shows how they quantify the concept of happiness. Through social media and big data analysis, Coca-Cola categorized the things that bring people joy and generate these things into data sets. And then, Coca-Cola created a library that contains over 300 customizable responses, allowing reply to others and spread happiness.
I think the reason for the success of this campaign is that it arouses people’s emotions and quantifies the concept of happiness on social software so that happiness can be spread. The message of this campaign can be easily spread using social media. This type of campaign can attract people of all ages to participate, and it calls on people to spread happiness by using the message that carries the Coca-Cola logo. Coca-Cola doesn’t ask you to buy their products directly. It makes people subconsciously associate happiness with Coca-Cola, making people have a positive view of the brand, which is conducive to the expansion of the market and the strengthening of brand loyalty.
For my own brand’s digital strategy, I will learn from Coca-Cola and create a campaign message that can be easily spread. I will try to subconsciously get people to associate my brand with positive emotion and use social media to increase people’s participation. The campaign of my brand should follow my slogan, and the campaign should support my big idea.
Adidas Case Study: Adidas USES the Google marketing platform to help them monitor data and decide what to promote or publish. This method is very useful and has advantages. As a sports brand, Adidas must consider the balance between brand and product. They must know which stage the brand drives the product or product promotes the brand. Adidas must understand what people like about shoes, clothes, etcetera. Monitoring with data is a great way to see where the traffic is going, and these real-time interactions and clicks allow Adidas to navigate and predict the next step successfully.
For me, I can learn from Adidas how they use Google marketing platform to monitor traffic. I need to know how much customers or potential customers care about different content. I also want to make sure that this information is collected in real-time. Real-time data allows us to make valid and correct decisions in the face of a large market. If a team doesn’t have a good understanding of the focus of its customer base and how traffic goes, their brand will not thrive.
KIA Integrated Digital Campaign: What Kia does well is they use an integrated digital campaign. This type of campaign has a wide range of coverage. And can obtain a variety of responses of different age groups. Kia creatively uses the cat’s perspective on the website to introduce the performance of the new car, giving people a sense of exploration. In addition to the basic venue slogans and outdoor slogans, Kia also developed some games to give people a platform to compete and play with friends. Although this type of campaign may cost more money and time, its creativity and entertainment can be attractive. A variety of direct or indirect messages can make people see or know about the brand in different ways.
For my brand, I should think about using an integrated campaign. I can learn from Kia and use multiple media channels to spread information. Different media channels can significantly increase the influence of the brand. And also make my brand reach different kinds of people regardless of their age, color, and geographical location. I should also use creative ways to promote my brands, rather than just using boring websites or blogs to attract attention.
5 Social Media Campaign Examples: The five social media campaign examples show me the importance of sharing. The good thing that these five different brands do the same is that they create a topic that people can participate in and share. Exciting and meaningful topics developed by a brand can make people have an emotional connection. These people want to share what they know with others, and that’s what social networking means. Sometimes a strong message does not require people to interact with but to create interaction.
For my digital campaign, social media acts as my primary role. Learning from these five examples, I should pay attention to the importance of sharing in the future campaign. I need to know when to launch what topic is most suitable, and I should know what kind of topic can attract more people to participate. I need to understand what makes a person want to share something and what makes a large group of people share the same thing on social media. I will do my best to use people’s desire to share and emotional connections on social networks to promote my brand
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