The ADMA Acquisition and Lead Generation Expert Group has just reviewed the results of its poll that went out to 15 leading Australian companies. The poll’s results shed some light on current industry trends, say group members. Continue reading →
As part of the ADMA Expert Group Interview Series, we recently sat down with the Head of Communications for Coca Cola, Leo Roberts on the success of what is arguably their most successful campaign to date.
Each year Coke creates a large summer campaign to attract customers, and this year was no different. The brief for the Share a Coke Campaign in terms of the objectives was very similar to previous years. It was all about recruiting consumers into the brand and the continuing challenge of taking the existing love for the brand and converting it into purchase intent and ultimately consumption. According to Roberts, the marketing objectives for the campaign were very similar to every other. The slight change was that they simplified the brief to get down to the real essence of what they wanted to achieve. “We got the brief down to no more than 150 words,” said Roberts, which allowed the creative agency more scope. In the brief one of the things that differentiated it this year was the desire to “create an idea that got people talking about coke”. One of the connection planning principles of the company is that social is at the heart,” said Roberts.
Social was at the heart of the campaign right from the start. The idea grew into an invitation to share a coke, and ultimately sharing is a very social behaviour.