Coke Nickname Bottle
This summer, Coca-Cola invites you to share a nickname Coke with someone special. Refer to the successful “name-on-Coke-bottle” campaign in Australia, Coca-cola decided to apply it in China this summer, aimed to grow sales by 10% and brand preferences by 2%. Executionally, name was changed to popular internet nickname to avoid the diversity of Chinese name.
Planning & Execution
We invented this "This Coke's For You!" social media campaign, where every single day the Coke brand shares a nickname Coke with someone. We produced daily sharing content that perfectly illustrates the literal or emotional meaning of the nickname which is suitable for the receiver. On the other hand, we chose the receiver tactically to make sure it can arouse resonance and build talkablilty. From banner ads, campaign site, to social network sites, consumer can simple share the daily content and provide their point of view to influence the next content creation.
Effectiveness / Results
In the first month of the campaign, Coke sales in China were up 30% year on year. Impression reached 6.7 billion
Over 14 million clicks