Coca-Cola's "Share A Coke" campaign is outperforming other major summer beverage campaigns, according to a study by analytics company Networked Insights.
The Share A Coke campaign features Coke bottles on which the brand logo has been replaced by the most popular first names of American teens and Millennials, or other friendly identifiers, like "bestie," "star" and "BFF." The campaign's site enables users to create virtual personalized bottles and share them on Facebook, Tumblr, Twitter and Instagram. In addition, consumers who use the hashtag #ShareaCoke to share Coke-related stories and photos will earn chances to be featured on Coca-Cola billboards across the country and a ShareaCoke.com gallery.
More than 125,000 Share a Coke campaign posts have been shared across all digital channels since the campaign started in the U.S. in June, and 96% of the sentiments have been either positive or neutral, reports Networked Insights. Specifically, 45% have been outwardly positive, and just 5% of comments have been negative.
"The #shareacoke hashtag and campaign-specific Web site are smart content marketing plays, and the offline act of sharing Cokes prompt many consumers to talk about the campaign through digital channels, as well," notes VP of strategic insights Rick Miller.
Coke, which always has a strong brand share of voice in digital channels, is showing a campaign share of voice of 0.00166%, a brand share of voice of 0.01576%, and a brand lift of 11.8%, according to the firm's metrics.
In comparison, Bud Light's "Whatever USA" campaign has a campaign share of voice of 0.00011%, a brand share of voice of 0.00151%, and an 8.1% brand lift, while Coors Light's "Live Summer" has a campaign share of voice of 0.00006%, a brand share of 0.00063%, and an 11.2% brand lift.