Coca Cola Liquid Linked Campaign for Olympics 2016

Coca-Cola’s campaign for this year’s Olympics has both these qualities, hitting on emotional, inspirational, and aspirational sweet spots for consumers. The campaign uses footage of more than 70 athletes from all over the world, across a wide variety of sports. Short snippets of the ad are being used for the brand’s digital media platforms.

1.pngOn Twitter alone (@CocaCola), in the first week since the Games began, the brand has reached over 31 million consumers, with over 105 million potential impressions. Here is how Coca-Cola is deploying its liquid, linked campaign on Facebook, Twitter, and Instagram.

1. Being Human and NOT Selling the Drink – Both pieces of creative from screen-shot-2016-11-10-at-1-55-08-pmCoca-Cola for this year’s Olympics–the hashtag #thatsgold and the ad tagline “Together is Beautiful”–promote optimism and inclusion. These values are core to Coca-Cola. They do not ask consumers to buy a drink at any point, but instead put celebration, achievement, and togetherness on display, irrespective of religion and race.

This resonates with consumers, as well. The #thatsgold hashtag garnered close to 4,000 mentions on Twitter alone in the first week of the Games, with many consumers tagging important moments of their lives with #thatsgold.

2. Creating Timely Content to Capture Euphoria– Coca-Cola has a strong understanding of its consumers. They know that people don’t just want to be spectators; people want to be able to engage. That’s why Coca-Cola has been publishing content in almost real time to commemorate what is happening at the Games. This facilitates a connection between the brand and its consumers in the very moment of excitement and happiness. Coca-Cola’s posts do not just congratulate athletes and teams–they create content that drives engagement around the event, as well.3.png

3. Consistent Messaging– Coca-Cola did not just come up with the hashtag #thatsgold–they backed it up with a visually stunning physical activation, which includes Coca-Cola in commemorative gold aluminum bottles (sold in limited edition) and the golden logo with the Olympics rings across their social media channels to tie the message together.

screen-shot-2016-11-10-at-1-55-58-pm4. Creating Diverse Collateral for a Wider Audience– Coca-Cola has been creating various content–GIFs, videos, surveys, photos, and creative illustrations–in order to make sure their messaging is relevant and tailored to the audience they are targeting. Videos from the brand have generated the most engagement of any content type, driving over 58% of engagement across all channels.

screen-shot-2016-11-10-at-1-56-29-pm

How This Strategy Is Working for Coca-Cola on Social Networks?

While the brand has been posting most on Twitter and has consistently been able to engage with its audience, Instagram is the platform where Coca-Cola’s audience has been engaging most per post, followed by Facebook*.

What Type of Content is Working?

4.pngAs mentioned above, Instagram is the most engaging platform for Coca-Cola. The brand’s consumers engage most with posts that include photos and videos. A majority of Coca-Cola’s content on Twitter has been plain Tweets, but few Tweets that the brand released with photos generated much engagement. On Facebook and Instagram, video content was most engaging.

And the Audience?

Coca-Cola activated #thatsgold in July and re-aired the ad “Together Is Beautiful” during NBC’s televised coverage of the Opening Ceremonies of the Rio Olympics. In the week before the Olympics, Coca-Cola’s messaging was already resonating with consumers online, driving high engagement on social media (daily engagement was up 37.6% in the week before the Games). In the first week after the Games began, Coca-Cola has seen an uptick in audience engagement per post across Facebook, Instagram, and Twitter.

5.pngCoca-Cola is doing a great job connecting with and growing its audience on social media. In our earlier post about Coca-Cola’s social media strategy, we learned the primary tactics that the brand uses to connect with its audience.

Coca-Cola’s Olympics campaign applies most of those tactics and has gotten even more creative to remain relevant to its current audience of over 17.3 million on Facebook (US), Twitter, and Instagram, making it one of the most valuable brands in the world.

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How Customer Retention is Eclipsing Acquisition in the World of Mobile Marketing

How Customer Retention is Eclipsing Acquisition in the World of Mobile MarketingSome people approach marketing like a popularity contest: the more people who subscribe to your company’s SMS coupon list or like your Facebook page the better. The problem with that is a simple one concerning quality over quantity. What good is it having 1000 “friends” when none of them have any interest in what you have to say?

Cultivating a small circle of close friends can often be more fulfilling than hundreds of mere acquaintances, and it’s the same with potential and existing customers. In the world of mobile marketing there’s a constant battle between acquisition and retention, and there are 5 very important reasons why retention is winning.

The Monetary Cost of Acquisition

calculate-cost-of-customer-acquisitionYou might be bootstrapping your business and in need of some low-budget marketing strategies or perhaps you’re flush with cash but hoping to stay that way by not blowing dough on unnecessary marketing ploys. Either way, you’ll want to read this: depending on the source, it costs somewhere between 4 and 10 times as much money to acquire a brand new customer than to retain a customer you already have, and some experts insist that estimate is a very conservative one.

The Time Factor

digital-media-strategyIn the past few years the process of planning out a digital media strategy has completely changed.

Think about what you have to do to attract and convert a new customer:

  1. Find them out there in the mobile/online ether
  2. Fight through the digital dissonance to be heard above your competitors
  3. Introduce them to your brand
  4. Convince them your business is of value
  5. Sell them on your product or service
  6. Help them complete the purchasing cycle (is your m-commerce channel intuitive and streamlined?)
  7. Use content marketing and various forms of mobile engagement to keep them coming back for more

It’s a complicated process, but it’s 100 percent worth it if it puts money in your pocket and the cost-profit ratio is reasonable. But consider this: when you’re selling something new to an existing customer, you’re basically skipping to the fifth step, and the whole convincing part is typically a lot easier because you’ve already built up buyer confidence and perhaps even a sense of loyalty.

Putting it into Practice

Putting it into PracticeThe things that affect the efficacy of the individual components of mobile marketing also typically affect the whole.

A recent piece about the 5 important things that can impede email delivery (not in the technical sense but rather in regards to open rates and actually reaching and converting consumers) outlines it all beautifully:

  • Be consistent in your message, how you post on social media, and how you treat your customers
  • Embrace quality over quantity (there are those words again!) and maintain the high standard you set for yourself
  • Remember the importance of proper formatting, including ditching memory-killing graphics and videos and incorporating responsive design
  • Build a reputation and make it mean something. Your brand is not just a logo and color scheme, it’s how you’re perceived and what everything about your business stands for from your blog to your products to your charitable endeavors
  • Pay attention to absolutely everything, including what your customers are saying about your product or service – and remember that complaints can be even more valuable than compliments

Eighty-nine percent of companies surveyed said they believe customer experience is a key factor in increasing customer loyalty and retention. It really is about the whole package; you can offer discounts and implement flashy websites and give out free content every Friday, but if it doesn’t all come together in a customer-friendly way none of it really matters.

Experts estimate that mobile advertising will account for a whopping 72 percent of digital ad spend in the United States by 2019.

How you spend your portion of that money is up to you, but the smart bet is – and will likely always be – on customer retention.

What’s Next?

What do you think of what I’ve covered so far? Will you adopt mobile as your tool for marketing? I would love to read your comments below.

Contributing Author: Sophorn Chhay

Sophorn is the marketing guy at Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation. Follow Sophorn on Twitter(@Trumpia), LinkedIn, Facebook and Google+

Digital Case Study – KFC WOW@25 Augmented Reality Campaign

Objectives: To promote the newly launched KFC WOW Menu and emphasize its price point.

Campaign: KFC India WOW@25 Digital Campaign answered an oft-asked question: What KFC treats can you get with the money in your wallet? They used Augmented Reality on smartphones and on the web for the campaign. On scanning any currency note with the app or microsite, KFC WOW Menu delights, based on the money, appeared on the note itself. Users also played an entertaining quiz to win awesome prizes.

Results:

  • The app acquired 35,000 downloads while the site received 1.5 lac hits.
  • Fone Arena, The FWA, Daily App Review and Mid-Day spotlighted the campaign.
  • The app even stood No. 1 on the iTunes store’s What’s Hot section.

Case study video: KFC WOW@25 Campaign 

Mobile Messaging Apps to become Integrated Social Media Platforms

In 2014, social messaging players will be challenging the status quo of mobile social networking and media – creating a paradigm shift in social media interaction that will impact several OTT giants. Global mobile messaging apps (OTT) are changing the way the consumer interacts with social media – be it messaging, voice, games or utilities and widening the possibilities of the type of social services that can be accessed on mobile.

Mobile Messaging is the new craze in apps world

Global OTT Forecast

Global OTT Competitive Landscape

Global Mobile Voice Market 2012-2016

Global OTT Mobile Messaging Apps Market ShareCXO Quotes on OTT

Top_Messaging_Apps_Globally

Hundreds of millions of tech-savvy young people have instead turned to a wave of smartphone-based messaging apps that are now sweeping across North America, Asia and Europe. The hot apps include Kik and Whatsapp as well as Kakao Inc’s KakaoTalk, NHN Corp’s  LINE and Tencent Holdings Ltd’s  WeChat, which have blossomed in Asian markets.

Combining text messaging and social networking, the apps provide easy to use interface & interactive features for smartphone users to trade everything from brief texts to flirtatious pictures to YouTube clips – bypassing both the SMS plans offered by wireless carriers and established social networks originally designed as websites.

Facebook Inc, with 1 billion users, remains by far the world’s most popular website. However, across Silicon Valley, investors and industry insiders say there is a possibility that the messaging apps could threaten Facebook’s dominance over the next few years. The larger ones are even starting to emerge as full-blown “platforms” that can support third-party applications such as games.

WhatsApp and LINE and WeChat and KakaoTalk and Viber and so on, share images, group chat and video, not just text. This gives them an advantage over SMS, that is true, but increasingly, it gives them a foothold into the space previously owned by social networks. Looking at it from the consumers perspective, these OTT apps offer a place to share messages one to one, to group chat with friends, to share images, video and other media, to discover new games and other apps and to find out news and gossip – sounds more like social media to me. Compared to SMS, the end-user proposition is just totally different.

Top 3 reasons – Why Mobile Messaging Apps will take over Social Media

Teenagers are opting for messenger apps over Facebook

Asians in US are making mobile messaging apps popular

OTT apps have evolved as engaging content services platforms

OTT messaging apps are not cannibalizing SMS

MMF Stats Blog Fig 2

In several key mobile messaging markets, SMS and OTT messaging apps are working quite nicely alongside each other. Many media reports present a picture that OTT messaging apps are cannibalizing SMS use and that MNO’s are losing billions in SMS revenue. In fact, this is not completely true.

Some SMS markets have peaked and shifted into a decline phase, and growth in some others has levelled off, but many SMS markets are still enjoying solid growth.

The growth in use of OTT messaging apps is dependent on a number of factors: 3G penetration, smartphone ownership and price sensitivity. In markets where price sensitivity and economic pressure are forcing consumers to scrimp and save, OTT services are an appealing alternative to SMS. However, in markets where price sensitivity is less of an issue, such as in Japan and South Korea, we see SMS and OTT co-existing quite happily side-by-side. (Source: Portio Research)

OTT-compete-with-telco-for-control-not-profitsIn economic terms, telco connectivity complements OTT business. A complement is a product that is consumed together with another product. Demand for a product increases when the price of its complements decrease. For example, gas and cars are complements. Cheaper gas means people drive more, and car manufacturers see their business grow.

Similarly, the common interest of OTT players is to drive commoditization of the telco connectivity business. Affordable mobile broadband means that more smartphones are sold, more ads viewed, more software sold and more ecommerce sites visited.

The future is for the Integration

Phones were created as social tools. Smartphones are especially good at being social, integrating text, voice, video and images in an endless number of apps that can serve a user’s needs, and all without the need for a web-based social network.

Users are able to communicate with anybody in their address book anywhere in the world with almost any content mix at any time. This has been compelling to users and has driven the growth of apps like iMessage, WhatsApp, LINE, WeChat, KakaoTalk and some other smaller competitors.

Messaging-Apps-SMSFacebook has Messenger, Camera, Pages and its primary app with Home as an integration point. Google has Talk, Contacts, Mail, Plus, Hangouts perhaps with Now as a point of integration. Apple is a little behind but has iMessage, FaceTime, Photostream, Mail and Contacts. iOS itself may be the point of integration.

WhatsApp, LINE, KakaoTalk, WeChat and the others will need to move beyond the chat-centric user interface into a broader set of asynchronous messaging features, and a new set of social features, probably with Timeline support, in order to stay ahead of the curve.

WhatsApp and its clones can be thought of as mobile-first companies. Their apps sit on top of the smartphone, particularly the mobile address book, and just help a user chat to their friends, family or colleagues.  Their success is their simplicity and the singular purpose they have addressed.

If we look five years out, it is likely that the iOS and Android core will support a far more integrated set of messaging tools that cater for many of the needs we use single-use apps for today.

Message saving for private use, shared messaging to individuals or groups, media sharing, video and voice messaging (both synchronous and asynchronous), Timelines to look back and recall what we did in the past. These will all be features of the operating system.

In that sense the current product focus – decisions about what features to separate into single apps, and how to integrate those into a unified UI all represent the first moves in defining who wins.