Coca-Cola’s Marketing Strategy: How The Beverage Giant Raises Brand Awareness With Influencers
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How Coca-Cola’s Marketing Strategy Incorporates Influencers To Drive Success
Since its founding in 1886, The Coca-Cola Company has become a global force. 96% of the world’s population recognizes a Coca-Cola logo and as of 2017, the soda giant sits among the world’s three largest food and drink companies.
Coca-Cola is no stranger to influencer marketing. In the past, both participation marketing and YouTube influencers have been a part of its advertising strategy. In the following case study, we’ll examine how the brand is partnering with Instagram influencers to promote its signature Coke product to a European consumer base.
Coca-Cola’s #ThisOnesFor Instagram Campaign
Goal: To promote Coca-Cola’s original Coke beverage throughout the Western European region.
- Coca-Cola enlisted the help of 14 Instagram influencers, 6 of which were macro-influencers with more than 100,000 followers and 8 of which were micro-influencers with less than 100,000 followers.
- The influencers created a total of 22 sponsored posts highlighting Coca-Cola’s signature Coke beverage.
- Every sponsored post included the tag @cocacolaeu and the hashtag #ThisOnesFor — each influencer built a narrative around who they'd share a Coke with.
- Poppy Deyes — 1.3M Followers
- Emily Canham — 546K Followers
- Andrew Henderson — 342K Followers
- Alex Decunha — 26K Followers
Results: To date, Coca-Cola’s #ThisOnesFor Instagram campaign has garnered over 173,000 likes and 1,600 comments for an average engagement rate of 7.8%.
Comment below who deserves rewarding and you will be in with a chance to come with me to Capital’s Jingle Bell Ball on Saturday 9th December thanks to @CocaColaEU . I will be announcing the winner on my Instagram Live Share, inviting one of you in to reveal that you have won! Tune in on Monday December 4th at 6pm #ThisOnesFor #Ad
British soccer freestyler Andrew Henderson (@iamandrewhenderson) creates awe-inspiring trick shot videos for an Instagram audience of 343,000. In a sponsored video for Coca-Cola's #ThisOnesFor campaign, Henderson created an impressive sequence of soccer juggling that incorporates a shoutout to his father.
Through the video, Henderson also ran an Instagram giveaway in partnership with Coca-Cola. In the caption, he invites viewers to comment for a chance to attend Capital's Jingle Bell Ball in London with him. Henderson also shared a follow-up sponsored post thanking Coca-Cola for inviting him to the concert.
The sponsored giveaway is well-timed to capitalize on the spirit of holiday giving. Additionally, the opportunity to attend the concert with Henderson, as opposed to just winning free tickets, servers to further entice audiences to engage with the post. Giveaways, especially ones that involve personal interaction with influencers, are an excellent way to generate excitement and engagement among an influencer's followers.
Lifestyle YouTuber Emily Canham (@emilycanham) uses Instagram primarily to showcase her latest and greatest fashion and makeup looks. In partnership with Coca-Cola, she created one multi-image post honoring her friend Libby with the #ThisOnesFor hashtag.
By highlighting her relationship a close friend and saying “Loving this new trend by @CocaColaEU” within the caption, Canham positions the campaign as a uniquely positive way to celebrate connections with others. The post also coincides with the holiday season and effectively associates Coca-Cola with the joyful experience of seeing family and friends.
Coca-Cola Belgium Markets With Fashion, Travel, and Lifestyle Instagrammers
Goal: To advertise Coca-Cola’s signature beverage to Belgian consumers.
- Coca-Cola collaborated with 12 Belgian Instagram influencers. All but 2 of the influencers involved were micro-influencers with less than 100,000 followers.
- In total, the influencers created 19 sponsored post promoting the Coca-Cola brand name and signature Coke beverage.
- Every sponsored post included the tag @cocacolabelgium and the hashtag #CokeAmbassador.
- Ankatrien Casselman — 146K Followers
- Yentl Keuppens — 131K Followers
- Yannick Merckx — 48K Followers
- Miette Dierckx — 38K Followers
Results: To date, the Coca-Cola Belgium Instagram campaign has garnered over 46,000 likes and 500 comments for an average engagement rate of 9.1%.
Belgian travel YouTuber Yannick Merckx (@hetisdemerckx) shares breathtaking views from across the globe with an audience of 48,000 on Instagram. In partnership with Coca-Cola, he created one sponsored post showcasing a giant Coca-Cola logo he encountered while on a trip in Mexico.
Merckx humorously emphasizes the global dominance of the Coca-Cola brand through a personal anecdote. In doing so, he palatably frames Coca-Cola as a timeless drink that anyone will enjoy and reminds viewers of the brand’s classic legacy.
Fashion influencer Yentl Keuppens (@yentlkeuppens) was the second largest influencer involved in the Belgium Coca-Cola campaign, with 131,000 followers. Similar to Merckx, she showcases a rustic-looking Coca-Cola logo abroad, again emphasizing the brand’s global presence and wide reach.
Within the caption, Keuppens draws attention to her lasting relationship with the brand by saying, “Happy to be again a #CokeAmbassador in 2018!". By partnering with Keuppens as a long-term brand ambassador, Coca-Cola establishes a genuine connection with the popular Instagrammer and remains top of mind for her fans and followers.
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February 1, 2018 By Mediakix Team