Integrated Marketing Communications: ‘Share a Coke’ Campaign

Integrated Marketing Communications (IMC) is an effective method of linking a brands communication through multiple media channels to maximise reach and engagement of their target audience. CIO Australia developed a 7 step framework for creating a successful IMC. Using the framework, we will analyse the famous ‘Share a Coke’ IMC campaign by Coca-Cola.

1. Understand your target audience

Market research discovered that 50% of teens and young adults did not drink Coca-Cola in the month prior to the IMC campaign. It was Coca-Cola’s objective to reconnect this target audience, while gaining mass brand awareness during the summer months.

2. Choose your media channels

Coca-Cola’s IMC campaign used multiple digital and traditional channels including TV commercials, social media, video, cinema, outdoor and experiential activation. For those who were unable to find their name on a bottle, had the chance to create a personalise can at a Coca-Cola kiosk at multiple shopping centre locations. Consumers were also prompted to create and gift a personalised virtual Coca-Cola can through their Facebook.

Outdoor Advertising – Interactive Billboard in Sydney, Australia

3. Consistent visual identity

The IMC campaign shared consistent brand elements across all of the media channels including Coca-Cola logos, specifically designed typography, and the famous Coca-Cola red colour. The visuals combined created a bold design that easily stood out.

4. Create content that can be adapted to a variety of media channels

Coca-Cola started with just a label and a clear call-to-action, ‘Share a Coke’. The call-to-action went from a label on a Coca-Cola bottle to being broadcast on one of Sydney’s largest interactive billboard displays. The content was well adapted to each individual media channel.

5. Messaging is integrated

The simple, yet effective call-to-action, ‘Share a Coke’ was the main message of the IMC campaign. The call-to-action was the focal point of all communication and was successfully integrated across all media channels.

6. Marketing agencies are collaborative and work efficiently

Coca-Cola used a total of ten different marketing agencies that specialised in a variety of areas including creative, media, social media, experiential and PR. Each team worked collaboratively to successfully bring together the IMC campaign.

7. Measure and analyse campaign

Coca-Cola measured the IMC campaign and saw multiple increases in key metrics including, consumption with the target audience by 7%, over 18 million media impressions and Facebook traffic by 870%. Coca-Cola’s ‘Share a Coke’ campaign demonstrates the effectiveness of a well-executed IMC campaign.

Were you able to find your name on a Coca-Cola bottle? Did you contribute to the campaigns success by posting UGC? Do you believe the IMC approach benefited the campaign? Let us know your thoughts in the comments below.