Coca Cola is undoubtedly the world’s best known brand. Every day it reaches one billion servings. Today, as it celebrates its 129th birth anniversary, this iconic brand has been bringing people together from all walks of life. And now in this smartphone era, using state of the art digital marketing strategy, it entertains people in the social media. It may be having billions of social media servings too.
Coca-Cola all over social media
Every year CoCa-Cola creates magnificent ads entailing film-stars with catchy tag lines, refreshing the minds of the customers and their brand image. And the ads created by this big brand are customized from country to country. Coke’s successes in digital marketing is viewed with awe, not least it’s massive following in Facebook, Twitter and YouTube highly successful campaigns.
The Twitter account @CocaCola has 2.95 million followers. In Facebook, the soft drink has, as I write this, 89,926,001 like it and 1,993,986 people talking about it.
The New Coca-Cola ad published on 2nd May 2015 featuring Alia Bhatt and Siddharth Malhotra ‘#Bidai’ already got 361,732 views in 5 days.
How Coca-Cola strategies digitally
How does Coke keep their community engaged and expanding is an elusive subject that social media marketers have been researching on.
Coca-Cola’s Facebook marketing line
Strategy of Coke in Facebook is unique. It does not need to use a call to action button to lead the visitor to its physical or online store. Instead, Coca Cola’s social strategy is focused on maintaining its brand image and increasing awareness on its ad campaigns. It also asks followers questions and conduct polls. But images Coca Cola posts get more ‘Likes’ and ‘Comments’ from its fans.
Coca-Cola also offers a few Facebook apps too. The app ‘When will happiness strike’ is a video reel of its ads. Another Coke app, ‘Ahh Giver,’ allows users to send personalized messages and a Coke to a Facebook friend, absolutely free!
Coca-Cola Hastag Twitter
Twitter account of Coke is a celebrated one. It has feeds for every local market. It also has separate accounts for its various products such as Diet Coke and Coke Zero.
In the Coke Twitter accounts, you can’t see straightforward marketing messages. But if you Tweet mentioning Coca-Cola you’ll most probably get a reply.
Extensive Coke video ads on YouTube
Coca-Cola channel in YouTube is equally successful. Nearly 5 lakhs people have subscribed to the principal channel. Total number of views is a whopping 600 million.
If we look into their videos, we see Coke YouTube team knows well what type of content really connects with consumers via video. Coke uses YouTube not to market soft drinks, but to raise the awareness of their good deeds.
From my analysis, Coca-Cola’s main concern in the social media is sustainability, in order to help their enterprise grow and prosper. Now their focus is on Well-Being, Women, and Water. Such is the nobility.