Coca-cola emotional marketing case 1:
Coca-Cola Emotional Marketing Case "Tears of Filipino Maids" Coca-Cola Overseas Filipino Workers, OFW
In the Philippines, more than 65,438+0,654,380,000 people go overseas to seek better job opportunities, just to provide a better life for their families. Due to practical factors, many people have not gone home for several years. The Coca-Cola Company launched a program in the Philippines to support these workers who have been away for many years to return to China to reunite with their families. The whole process was recorded and touched many people.
Coca-Cola sponsored three overseas employees to pay for air tickets and planned a reunion trip for their families without their knowledge. Sending Coca-Cola's red car and a special person to pick it up brought a big surprise to this family. The joy and excitement of family reunion after years of separation, as well as many touching pictures, made many people in front of the camera cry.
In the film, Joe, who has been away from home for five years, is an X-ray examiner. During the period, he learned that his father was gradually blind due to illness, but he was reluctant to spend money on air tickets, preferring to send money home to buy medicine for his father.
Leonie is a nurse. She has been away from home for 9 years, and all the children in the family depend on her to support them. No matter how much she wants to go home, she can't get away from life every month because of the pressure of life.
Joey, a nanny, left his hometown 1 1 year. When he left, his son was only 1 year old. Now my son 12 years old, his loneliness and sadness are written on his face.
However, with Coca-Cola, happiness pervades everyone's face!
Looking closely at Coca-Cola, the budget will not be too high. The whole story is only a movie of 4 minutes and 27 seconds. But it has become an influential propaganda film! No need for actors, no need for disguise, all smiles and tears are true; What is the relationship between this emotional marketing method and the global promotion of Coca-Cola? Open happiness? The activity was perfect. With the appeal of a single film, the brand concept was fully spread, attracting 760,000 people to watch in one month.
Coca-Cola successfully raised a "new topic" in Philippine society with this film, which made Filipinos start to think about the situation of "OFW". While people pay attention to the topic, they naturally associate it with the "warmth" of Coca-Cola.
Coca-Cola Emotional Marketing Case 2:
Coca-Cola Emotional Marketing Case "Letters Forgotten by Santa Claus" Letters Forgotten by Coca-Cola Santa Claus
Forty years ago, you wrote a letter to Santa Claus. Forty years later, Santa Claus came to visit you with a letter. How would you react? Coca-Cola implemented in Brazil? Letters forgotten by Santa Claus? Activities, very touching.
Adults don't care so much about Christmas, and Santa Claus has almost lost his magic. Coca-Cola wants to challenge us and bring us a little touch about Christmas.
An activity to make adults believe in Christmas again. She evokes the best memories in people's hearts and connects them closely with Coca-Cola. Coca cola? Open happiness? .
Coca-Cola found a place in Santa Claus Town, Indiana, the Santa Claus Museum. There have been letters from children all over the world to Santa Claus since 1930. On the Christmas Eve of 20 10, Coca-Cola searched 60,000 forgotten letters, selected 75 of them, and then set an almost impossible task: find the writers and give them the gifts they had hoped for many years ago.
When Santa Claus gives people the gifts he hoped for 40 years ago. Everyone was moved. Coca-Cola gives adults reasons to believe in Christmas again.
Coca-Cola Emotional Marketing Case 3:
Coca-Cola Emotional Marketing Case "A Happy Encounter" Coca-Cola opens happiness!
In early 2009, the global financial crisis broke out. At many times of crisis in history, Coca-Cola will come forward and send optimistic and inspiring messages. In this financial crisis, Coca-Cola launched the theme? The real encounter between crisis and happiness? Happy times in difficult times? Encounter? ) activities.
The advertising company found a 102-year-old man Josep and a baby girl Aitana. They will have a dialogue between the longest life and the youngest life;
The old man's words:
Aitana (a little girl about to be born) My name is josep mascaro, and I am 102 years old this year. I am a lucky dog (I am alive 100 years old). You are also a lucky man who is coming to this world. You can know me, my wife and my friends. Similarly, you can ask yourself why this old man with white hair came to see me as soon as I was born. Because, now many people say that you chose a bad time to come to this world; Now the whole society is in chaos and everything is in crisis; But it can make you stronger! I am an example. I was born worse than now, but in the end, everything will be fine; Don't waste your time, don't worry too much, do something that makes you happy before time passes (the theme of Coca-Cola). I lived 102. If possible, I want to live a few more years, because life always passes too fast and I haven't enjoyed enough! Enjoy it!
Other media integration and promotion:
Outdoor advertising: create an interactive outdoor advertising, so that users can take their own happy photos!
Radio advertisement: Don't waste time, do what you want, Coca-Cola!
Documentary: Shooting? Coca-Cola has created an experience about happiness? Documentary;
Use the spread of viruses on the Internet to encourage people to have fun? Encounter? ;
Online real-time video playback of newborns! The public can bless through video! Attract many celebrities to send blessings! There are Spanish Finance Minister Pedro, tennis stars Safin and Nadal. Finally, make all the blessings into pamphlets and give them to the children's parents; When children grow up, you can share today's story with them-Coca-Cola has influenced generations!
This is a touching case of blessing at a critical moment, and its advertising effect is remarkable:
1, global 1 13 countries, nearly 400,000 people visited the activity webpage, leaving nearly16,000 blessing messages;
2.youtube has 6.5438+0 million views a month, which is one of the most popular videos on this channel;
3. Users on 3.FACEBOOK spontaneously create more than 30 related groups; (There is no plan to advertise on Facebook in this activity. )
4. A large number of blogs and websites reported this event one after another;
Most importantly, this activity made many people forget the pain caused by the financial crisis and face life positively. Show the joy of Coca-Cola's opening! ? Brand spirit.
Coca-Cola Emotional Marketing Case 4:
Chen Huiling, director of interactive marketing of Coca-Cola, said that there is no two-way interaction between OnlinetoOffline. Based on the above understanding, Coca-Cola tried a brand-new emotional online to offline on social media platform around Christmas 20 12, and implemented the practice of dating fans. Based on the principle of emotional marketing, this model makes use of the characteristics of social media, pursues the establishment of emotional relationships with fans and consumers, and realizes the maximum influence of social media through online and offline multiple interactions, thus realizing online and offline communication.
To achieve two-way O2O, it is necessary to combine the immediate emotional needs of consumers with the means that can trigger offline and offline interactions. Based on this, on Christmas Eve, Coca-Cola chose this postcard, which was almost neglected in the electronic age, and sent it to users, family and friends through online @ Recipient, thus creating and practicing a new model of social media O2O.
Coca Cola Santa Claus
There's a secret you can't know. The image of Santa Claus is brought to the world by Coca-Cola, which may be the biggest brand influence in the world, although the elderly do not have any brand trademarks of Coca-Cola.
Based on the unique advantages of Coca-Cola during Christmas, Chen Huiling decided to boldly launch a brand-new account @ Coca-Cola Santa Claus to strengthen this marketing campaign. Coca-Cola spreads the message of Santa Claus and Coca-Cola brand to social media users by sowing seeds, which makes the whole official blogosphere interact, naturally promotes the activity information matrix, and spreads one of the happiest elements to the audience at the end of the cold year? Nowadays, the concepts of Santa Claus and Coca Cola are popular all over the world.
When sending virtual blessings online, Coca-Cola also used the automatic map generation function. This function allows users to automatically grab the heads of the sender and the recipient when sending a Weibo, form an animated GIF Christmas card and send it as a new post.
Coca-Cola's new online to offline-based marketing campaign Warm Express (that is, sending postcards) has been actively and widely used by fans. Whether sending virtual postcards online or receiving postcards from friends offline, fans like to send Weibo thanks and @ Coca-Cola Santa Claus and friends.
Cooperate with the whole family supermarket
Under the new mode of O2O Christmas activities, in order to improve the offline marketing effect, the social marketing team of Coca-Cola aims at? Offline cooperation between Coca-Cola bottling investment group and family supermarkets in three cities in East China? In order to promote the social platform, the official account published the O2O Weibo through the @ Coca-Cola Santa Claus account, saying that Santa Claus airlifted a large number of Christmas polar bears to the supermarket of the whole family, and appealed to consumers to get them quickly. The code word for receiving them is: 3 bottles of Coca-Cola series drinks.
Chen Huiling said,? After the Weibo was released in Weibo, more than 800 articles were reprinted that day. Because the content is fresh and interesting, many large-scale ones also adopt our original content. Statistics of background data show that Weibo and other Weibo with the same original text actually cover more than two million people. On the second day after the release of the Weibo, fans began to search for polar bears from one supermarket to another, and launched a discussion topic in Weibo to compare the number of polar bears. The netizen who bought the bear posted in Weibo, which achieved the second spread, spread the polar bear element of Coca-Cola to the whole country, aroused the discussion of foreign fans, and achieved the offline to online spread.
Coca-Cola Emotional Marketing Case 5:
Coca-Cola Emotional Marketing Case "Opponent's Wallet"
Coca-Cola conveys happiness and love! what is love ? Coca-Cola's activity in Portugal "opponent's wallet" is a good example of ordinary people. Love? . On the eve of a football match, he deliberately left a wallet in front of the ticket office of Benfica team and put the tickets of Benfica's opponent team in the wallet. See what the fans will do when they find the wallets of the fans of the other team.
Almost all the fans who found the wallet did not hesitate to look for the owner of the wallet, and did not hesitate because the owner was a fan of the other team. Coca-Cola rewards these honest and loving fans with free tickets, applause and coke. And show their honest behavior in the stadiums of thousands of people. While promoting love, the Coca-Cola brand is closely linked with love again.