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The Coca-Cola Company is an American-based beverage MNC. The company was founded in January 1892 and it is mainly involved in the manufacturing, marketing, and retailing of completely non-alcoholic beverages. The company was founded by John Stith Pemberton and Asa Griggs Candler. Coca-Cola company serves its products worldwide with more than 86,000 employees serving for it.
This report will be based on the content marketing evaluation of Coca-Cola company. The story of the brand and its content strategy will be discussed including the goal of its content marketing and the target audience. The content analysis with qualitative and quantitative approaches will be done, the content marketing program will be reflected, and recommendations will be given for a better future.
This story is of an American-based beverage MNC company i.e., Cola-Cola. The best and unique thing about Coca-Cola is that it focuses more on building the brand through effective marketing, offering a diverse range of products, with the attractive packaging of products, and keeping the consumers engaged. The way brand Coca-Cola market its beverages, it has emerged as a symbol of refreshment and friendship across the globe. The ‘Youness’ factor which is the uniqueness of the brand is present enough in the Coca-Cola brand. This factor includes that Coca-Cola always ensures to share happiness with the consumers by their effective marketing and delivery of products as per their wants. It also includes being consistent with the consumers and offering a lot of options for them to choose according to what they need.
The brand Cola-Cola is highly engaged in content marketing of its products especially the product Coke Coca-Cola. The brand has invested a lot of effort, time, and money to market it very well.
The mission of content marketing of Coca-Cola is the creation of a ‘Get a Free Coke’ campaign. The content marketing mission of Coca-Cola has been designed with a goal/aim of ‘creation of brand value for the company through its excellence of content’ (Ramaswamy and Ozcan, 2016). The content marketing mission of Coca-Cola will not just simplify the conversation with consumers to engage them, but will also allow to build-up a right connection for enhancement of brand value.
For effectively designing the content-marketing mission, Coca-Cola has developed the whole conversation model in which the company has included their linked its liquid idea (to start the ‘Get a free coke’ campaign). The conversation model designed by Coca-Cola will help the brand to create an effective and healthy conversation with consumers through social media channels like Instagram and LinkedIn. The campaign ‘Get a Free Coke’ which is the heart of this content marketing mission is based upon the basic brand value of Coca-Cola i.e., Create Happiness.
The brand has decided to create a content ideology according to the wants and needs of consumers. This ideology contains the attractive brand stories of Coca-Cola which the company will share with the customers through social media. The brand has developed effective content to drive good and real brand conversations with the consumers (Griffiths and McLean, 2015). It includes the linked ideas which have information about how the consumers can ‘get a free coke’. Lastly, the ideas for creating conversations with consumers have been generated.
The audience that Coca-Cola will target for this content marketing mission will be the youth of the United Kingdom. The brand will mainly target people who fall under the age group of 18 to 35. The audience will get connected to this content marketing campaign through social media.
The topic for this project is ‘Content Marketing’ which means the marketing strategy used by the companies to attract the customers, engage them with the brand, and retain them, for a longer period. This report is mainly focused upon the content marketing mission of an American-based MNC- Coca Cola i.e., ‘Get a Free coke’. The company will run this campaign through an Instagram post and a blog which will be shared through LinkedIn.
The campaign mainly involves giving free caffeine coke to consumers on some terms and conditions. These conditions will include sharing the Instagram post of the campaign and the LinkedIn post with the maximum number of people in minimum time. The top 150 consumers who will do this will get a free caffeine coke.
The campaign is based on giving a free caffeine coke to consumers which is because an SEO tool has been used to design the campaign which demonstrated that this keyword has the highest results (Vállez and Ventura, 2020). The campaign ‘get a free coke’ could be based on 8 Keywords shown in the below figure. Coca-Cola has chosen to give giving free caffeine coke because the SEO tool has shown that this has been the most searched keyword among the 8 keywords brand had. SEO
CT- Want to Grab a free coke? Join this campaign of Coca-Cola now!
Description: Coca-Cola is offering 'A free caffeine coke' to 150 consumers under its 'Get a Free Coke' campaign. You can be the one among these 150 for you just need to follow the following three very simple steps:
#Getafreecoke #Coca-cola #Getafreecaffienecoke #cokeforfree #campaign #freecocacola
Who doesn’t like to have something for free especially when it’s a bottle of Coca-Cola? If I would get a chance to have a bottle of coke that too caffeine coke and pay nothing for it, I would love to have it.
Coca-Cola is offering a free caffeine coke under the ‘Get a free coke’ campaign organized by the brand Coca-Cola. The brand has organized this campaign to connect more with the consumers for sharing the brand stories, and to make them feel special by giving them a chance to ‘Get a free coke’.
To be a part of this campaign and to ‘Get a free coke’, follow the following steps:
The first 150 consumers who will follow these three steps, the ones who will share the post and the link with maximum people in minimum time will get a chance to grab their free coke and that too at their doorstep!
The qualitative and quantitative analyses of the content of the campaign have been created. The campaign has been based on the results got from the SEO tool. It is because the tools have shown the results that the keyword 'where can I get caffeine-free coke' had the highest search results. This is why the campaign has been based upon this.
An Instagram post has been designed to attract consumers and a LinkedIn post has been designed too. The Instagram post includes a CT and a description too. A blog has been written to share on LinkedIn. The content created for LinkedIn is more detailed than the content created for Instagram.
Coca-Cola wants to deliver the value of passion by delivering this content of ‘Brand Stories’ to the consumers through the campaign ‘Get a free Coke’. The brand wants to send a valuable message of being committed to the mind and hearts of the consumers through the campaign (Sunday et al, 2021).
While running this campaign, the brand got to interact with the consumers through the social media channels where the campaign has been organized (Taube and Warnaby, 2017). The interaction from the audience has been done through Instagram and LinkedIn posts.
The most interesting thing about the content which has been shared by the brand through this campaign is that it allows the company to share interesting stories of the brand in a crisp manner. The customers would not need to take out much time to reach these stories because these are very crisp, to the point, and attractive too.
The brand Coca-Cola got to discover some unexpected “Ah-ha’s” while creating the content for the campaign ‘Get a free coke’. The “Ah-ha’s” include getting realized that the brand has so many effective past stories which have never been recognized or used to tap the consumers.
From the creation of the content for the campaign, being a content creator of the brand, I got to learn that it is very important to have an archives collection of the attractive brand stories so that these can be used in marketing campaigns (Arens 2020). It is because having a good record of the stories allows saving time in research.
I have researched the past content marketing campaigns of the competitors of Coca-Cola from where it got inspired. The ideas were taken from the panel of the creative and innovative team of the company to effectively organize the campaign.
With the creation of content and sharing it on the social media platforms like Instagram and LinkedIn, then I tried to encourage brand interaction with consumers. It has been one of the major objectives of the brand to interact with the consumers more and more through the ‘Get a free coke’ campaign of content marketing.
I have been proud of mostly the recent stories of the brand that will be shared with the consumers which shows the difficult situations effectively and creatively handled by the brand.
The topic mainly in which I may see myself interested in the future is consumer behavior. The format of content marketing in which I may be interested in social media marketing can be done through Instagram, LinkedIn, or other channels like Facebook (Jacobson, Gruzd and Hernández-García, 2020).
Experience helps in the future career
Being a content creator of Coca-Cola, I have gained valuable experience by designing and creating the content for the 'Get a free coke' campaign of the brand. The experience I have gained with this will help me for sure in my future career (Bala and Verma, 2018). It is because first of all, it was an experience from Coca-Cola which is a renowned and reputed brand. Secondly, the experience is of a content marketing campaign which will be very much needed whenever I will go for my dream job as a content marketer with some other brand.
For further content marketing campaigns of Coca-Cola, it is recommended to keep the content crisp and clear so that the consumers will not get bored with it. It is highly recommended to keep the content this short that the consumer would not realize the time while participating in it.
It is recommended to the brand change which means to add-on more people to target for the future campaigns. It means that the brand should enhance its target area which can be enhanced from the people who are between the age of 18-35 to the people who fall under 18-40.
It is recommended that the brand should use particular words, type of language, and tone for different social media platforms like Instagram and Linked (López García et al, 2019). For future campaigns, the tone of the message given through LinkedIn is advised to be more formal and different than what will be shared on Instagram.
It is recommended for the brand to be more creative the next time so that future campaigns will encourage a greater number of participants. Innovation and creativity are a must in a content marketing campaign (Du Plessis 2017).
It is concluded that the report has been based upon the evaluation of a content marketing campaign of Coca-Cola. The campaign which has been evaluated is the 'Get a free coke' campaign of the brand. It has been identified that the goal of this content marketing campaign of the brand has been to connect with consumers more by better interacting with them. The brand has composed a conversation model for effectively organizing the campaign. The target audience for the campaign has been identified as people of the age group of 18-35. The qualitative and quantitative analysis of the campaign has been done.
Arens, L., 2020. Exploring the publics' responses to inspirational social media marketing campaigns through content analysis: a case study-# LikeAGirl by Always (Master's thesis, University of Twente).
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
Du Plessis, C., 2017. The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), pp.1-7.
Griffiths, M. and McLean, R., 2015. Unleashing corporate communications via social media: A UK study of brand management and conversations with customers. Journal of Customer Behaviour, 14(2), pp.147-162.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53, p.101774.
López García, J.J., Lizcano, D., Ramos, C.M. and Matos, N., 2019. Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), p.130.
Ramaswamy, V. and Ozcan, K., 2016. Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing, 33(1), pp.93-106.
Sunday, E.M., Kajang, J., Nnana, A.N. and Eni, M.G., 2021. Effect of brand extension strategy on customers’ preference of Coca–Cola products in University of Calabar. International Journal of Development and Management Review, 16(1), pp.131-147.
Taube, J. and Warnaby, G., 2017. How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers. Journal of Fashion Marketing and Management: An International Journal.
Vállez, M. and Ventura, A., 2020. Analysis of the SEO visibility of university libraries and how they impact the web visibility of their universities. The Journal of Academic Librarianship, 46(4), p.102171.
Wordtracker, 2021. Get a free coke. (Online) Wordtracker. Available at: https://www.wordtracker.com/search?query=get%20a%20free%20coke [Accessed on: 15-Dec-21].
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