Question Phương tiện truyền thông xã hội ảnh hưởng như thế nào đến việc xây dựng và phát triển thương hiệu của công ty coca cola? Viết báo cáo 1500 từ, phân tích câu hỏi trên.

As social media has evolved and matured, consumers’ thirst and expectation for original, authentic content have increased exponentially… and the world’s biggest brands are not excused. Coca-Cola is one such brand that has managed to navigate its way through this age of social media enlightenment within FMCG. Coca-Cola has used various tactics to ensure it has maintained a healthy presence on social media and in this piece, I’m going to look at three ways it keeps itself front of mind for consumers. Consumers as creatives Coke launched #RefreshtheFeed in November 2018, by giving its social media accounts a complete factory reset. The revamp marked the launch of the brand’s new social strategy «rooted in optimism, uplift and connection.» and was conceived to celebrate World Kindness Day . Coca-Cola went dark on its Facebook, Instagram and Twitter accounts on November 12th, only to re-emerge on World Kindness Day 2018; sharing nearly 100 original images, with help from four popular street artists who embrace the brand’s core values. Following on from its success in 2018, Coca-Cola ran a similar organic social campaign for World Kindness Day 2019, called #KindnessStartsWith. Screenshot of Coca-Cola’s Instagram posts for #WorldKindnessDay2019 Coca-Cola tagged the artists where possible, conveying a feeling of community and harking back to the campaign’s original purpose of prioritising optimism, uplift and connection on social. Another campaign using similar tactics, but engaging consumers rather than artists, was the brand’s Share a Coke campaign, which involved Coca-Cola replacing the logo on the bottles of its Coke products with popular names. In early 2013 Coca-Cola released the first 150 names in the UK. The company also sent some to celebrities and let the public find them for themselves in store, with the aim of them sharing their own personalised Coke bottle on social media. The campaign was a social media success and within six months of its launch, Coca-Cola reported 330 million impressions on Twitter, with nearly 170,000 tweets from 160,000 fans. Takeovers Coca-Cola worked with Stranger things to promote the third season of the popular ’80s-themed Netflix Original TV series’ with a takeover style approach to its social media – including the introduction of New Coke. For those not old enough to remember , New Coke was a sweeter version of Coca-Cola with improved taste, originally rolled out in the US, in 1985, as a response to the dwindling sales of the original product. New Coke was one of Coke’s most unsuccessful product launches, with clamour for a return to the original recipe impossible to ignore. But with Stranger Things’ third season set in the summer of 1985 both Coca-Cola and Netflix recognised the authenticity the beverage could bring to the programme and Coca-Cola’s online and offline promotion. Recognising the power of nostalgia in marketing and by homing in on the fanfare and buzz surrounding Stranger Things, Coca-Cola gave its social media an ’80s makeover through Stranger Things-inspired posts ahead of the new season. In addition to the organic and paid social media activity, Coca-Cola and Netflix teamed up for some experiential marketing by launching a Stranger Things-themed pop-up arcade in London, presenting an opportunity for fans to feel apart of the launch and create some additional UGC for Coca-Cola. Stranger Things fans were transported back to Hawkins to experience its famous arcade and play original video games featured in the series. In addition to the earned and owned social media coverage, the campaign was successful financially too. Coke beat its second-quarter earnings estimates and boosted its full-year 2019 revenue forecast, with some of that success attributed to the Stranger Things takeover. This multi-pronged approach is like other takeovers the company has rolled out in the past. Take #ThatsGold, for example. To celebrate the 2016 Olympic Games in Rio, Coca Cola Brazil launched the #ThatsGold campaign, which was designed to celebrate the feeling that comes with accomplishing something great. Christmas Kris Robben’s, Marketing Director at Coca-Cola Great Britain and Ireland, commented: «This year, we’ve taken the iconic and much-loved campaign and made it the biggest yet by bringing back the elements people love and adding new partnerships, activity and special moments to bring it to life in even more ways that we hope our existing fans and new ones will love». Coke arguably has the most famous Christmas TV ad of all-time, with its ‘Holidays are Coming’ advert from 1995 and, much like with the Stranger Things campaign, it harnesses the power of nostalgia by recreating the original ad. Coca-Cola will be sending its famous truck on a tour to visit several UK Towns and Cities for Christmassy pop-ups, where consumers will be able to sample its limited-edition Coca-Cola zero sugar Cinnamon. Coca-Cola also partnered with homeless charity Crisis, with 10p donated for every Coke zero sugar Cinammon can sampled and recycled, throughout the truck tour. Conclusion For big FMCGs, approaches to social have morphed from being heavily product-based to more nuanced and varied and Coca-Cola has recognised this shift towards content and experiences to push its brand in a less celebrity-led approach than its major competitor, Pepsi.   ...