Coca-Cola online video marketing campaign
Coca-Cola is one of the leading online video marketing campaigners worldwide in the beverage industry. The company boasts numerous adverts placed on social media sites such as Facebook and YouTube. Each year, the company innovates new ideas of marketing its beverage products to the consumers. In most cases, the drinks resonate well with global consumers because of the informative advertisement created and the diverse franchises held in various countries of operation. In marketing, videos and pictures play a big role in informing the consumers about the current Coca-Cola products and the introduction of new drinks to the market (Yu, Ren & Shen, 2017). Once there is an introduction of a product into the market, the company conducts various market campaigns. The marketing campaign range from direct sales marketing, newspapers, magazines, target marketing, televisions adverts, social media marketing, posters, and video content marketing (Gupta, 2015). The combination of different types of marketing ensures the product reach a wider network of people. Recently, Coca-Cola differentiated itself from other competitors such as Pepsi through the utilization of video creation channels on YouTube. The company aim is informing the consumers on the sustainability of the drinks they sell, especially when it comes to health and conservation of the environment. Additionally, Coca-Cola purpose of a video campaign is to share their sustainability narrative over the years for consumers to celebrate and feel part and parcel of the company success. In the recent past, the company appreciated the important things to consider in a video campaign ad aimed at attracting the attention of the consumers about the different drinks manufactured by the firm. From Tim Goudie, the person in charge of social media campaign adverts in Coca-Cola highlighted sustainability as the core value the company is pursuing in the various adverts created. Also, the other facet of consideration is assessing the type of targeted consumers and their needs for incorporation in the content creation video. The below case study highlights the online video marketing strategies of Coca-Cola and compares it with another medium of marketing utilized by the firm in creating awareness to the consumers about their commodities.
Coca-Cola online video marketing campaign. The company chose to pursue the path of sustainability marketing by incorporating three aspects of online video contents, which includes, the well-being of the consumers, appreciating the women, and providing clean water to the community. An example of an online advert of women sustainability initiated by Coca-Cola is five by 20 of Bessie Mogale in South Africa. The YouTube video of the South Africa woman explains the challenges faced by females conducting business and how Coca-Cola has assisted many women across the world in overcoming business challenges. Statistics show that the firm helped over 500,000 women across 44 states to add value to their businesses. The chain of inspiration videos on YouTube are meant to encourage the women to continue the struggle of caring for the family and being good wives and mothers to their husbands and children. The company adverts share with the women consumers’ tribulations and aspirations of owning businesses to educate children. The essence of sharing the company activities about helping the women is to market the Coca-Cola brand image to the many clients it holds. The good activities conducted by Coca-Cola, such as empowering women, was previously channeled through other mediums of marketing like TVs and advertising agencies. The shift to online media forms such as Facebook, Twitter, and YouTube triggered the firm to use online video contents to market themselves by highlighting the sustainability programs commenced and progressed to date.
The Coca-Cola water online campaign advert has gained popularity among the consumers. The concept of creating a sustainable balance between the amounts of water the company consumes to manufactures its drinks, and the society water levels are one of the ways of caring for the people welfares. The company understands that water is a scarce resource, which many people lack, and it’s their responsibility to replenish the amount of water consumed and return it to the people. This is possible through the initiation of different projects such as drilling of boreholes in drought-stricken areas. The online conversation videos developed by the company on their YouTube channel has brought a lot of traffic and subscriptions. In the environmental conservation efforts, the plant bottle video shows the firm abilities in making bottles from plants, which do not pollute the environment. The other online strategy is educating the public on the recycle processes undertaken by the firm to reduce the plastic menace. The Plant Bottle online advert aims at bringing together stakeholders in the environment sector, such as the NGOs and governments in finding solutions to problems created by plastic materials. From the video, Coca-Cola has put in place collection points for their bottles, which are recycled again into their factories for repackaging purposes. The YouTube video on sustainability packaging teaches the consumers on the best approach of disposing bottles from the environment (Liu & Lopez, 2016). Some of the programs include the partnership initiatives where Coca-Cola sets up funds which construct disposal plants and bins in different cities for consumers to dispose of the bottles. The bottles are then collected from that point and reused; thus, having little or no effect on the environment. The online advertisement of bio-bottles and cans helps in boosting the consumers’ confidence in the drinks produced by the firm because they mind about the health and welfare of the people.
The hug and happiness machine videos successfully marketed Coca-Cola drink products with views on YouTube, ranging from 2M to 10M people. Watching the two videos ignites some fun into the consumers, who identify the coke drink to bring love and happiness. By hugging the machine, produced coke drinks for the individual who hugged it, while the people who smiled to the machines received coke drinks and flowers. The number of Facebook users has grown to over 1.5B users worldwide, and Coca-Cola drinks target these online users through the creation of Facebook online video adverts such as Coca-Cola video zone aimed at connecting friends which each other. The over 70M Facebook users is a good platform to make people feel appreciated through friendly video adverts such as Cola fun day and funny videos. Social media main purpose is connecting people and having fun through video and picture postings. Recently, the video platform has gained more viewers as compared to the picture adverts. The explanation is that the videos are explanatory and comprehensive in providing information to the consumers (Walrave et al., 2018).
Coca-Cola has also invested in sportsmanship advert video campaigns to educate the public on its involvement in funding and promoting sports activities. The YouTube video of Copa Coca-Cola football, where young people in about 60 states compete in soccer games for the unveiling of ultimate winners. The video brings an element of respect, love, and friendship among the different nations of the world. This in one way, portrays Coca-Cola to the people as a company that fosters good relationships, peace, and harmony. Once people identify themselves with products that are all rounded in helping the community achieve its roles like the creation of jobs, helping the needy and facilitating the sporting activities, earns the company a good public relation, which translates to profit in the short and long periods. The path of not only succeeding alone but also succeeding together with the consumers is highlighted in every marketing videos created by the firm. The company has successfully used the video marketing campaigns in edging competition against its rival Pepsi in matters to do with sustainability marketing. Pepsi is more focused on picture adverts on Pinterest as opposed to Coca-Cola, which runs a YouTube channel known as the Coca-Cola Channel. The channel has numerous viewers of about 556M and 0.447M subscribers, who directly and indirectly market the coke beverages by participating in competitions organized by the company.
Comparison of Coca-Cola online video campaigns with other marketing strategies
The users in the online platforms have increased greatly; thus, Coca-Cola has, in recent times, tapped into the online market through content creation targeting social media users. This is not to say that the company does not value other forms of marketing, such as sales target marketing, television adverts, and newspapers. Comparing the online video campaigns and other marketing campaign adverts, it is apparent there is value for money in the online video marketing because, with the era of social media, less people are involved with watching televisions and reading magazines. In conclusion, the high level of technology changes in the world is something Coca-Cola keenly follows regularly to ensure its marketing strategies are in line with the current forms of technology.
Gupta, V. (2015). Content Marketing: Say Something; Say It Well; Say It Often. Tillgänglig på internet: http://www. academia. edu/13045097/Content_Marketing_Say_Something_Say_It_Well _Say_It_Often [Hämtad: 10 Februari 2018].
Liu, Y., & Lopez, R. A. (2016). The impact of social media conversations on consumer brand choices. Marketing Letters, 27(1), 1-13.
Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E., & van Noort, G. (2018). Like or dislike? Adolescents’ responses to personalized social network site advertising. Journal of Marketing Communications, 24(6), 599-616.