本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
分享可乐，分享你的夏天
案例简介：摘要: 可口可乐在澳大利亚获得巨大成功后，在 23 个中欧和南欧国家启动了 “分享可乐，分享你的夏天”。他们增加了速度和规模，在一个日期-2013年5月1日完全同步发射。虽然竞争非常激烈,可口可乐的战略是发展对品牌的热爱和消费，解决目标受众的真正需求，而不是直接回应竞争对手的行动。通过电视、户外、销售点和游击营销，他们产生了闻所未闻的轰动效应。社交媒体参与度达到顶峰，分享了超过 500,000 种虚拟可乐。公关产生的媒体价值超过 400万欧元，投资回报率为 3000%。 在夏季激活的几个月里，分享 a 可口可乐活动的市场份额比前一年增长了 2 个百分点。 可口可乐常规和可口可乐零销量超过了其他起泡软饮料行业的 11 percent 个百分点，消费者开始购买更多的小瓶，使得总交易量更加有利可图，并赢得了新的消费者关键目标群体。
分享可乐，分享你的夏天
案例简介：SUMMARY: Coca-Cola activated “Share a coke, share your summer” in 23 central and southern European countries after its huge success in Australia.They added speed and scale with a fully synchronised launch on a single date – May 1st 2013.Although competition was very fierce, Coke’s strategy was set on growing brand love and consumption and on addressing the real needs of the target audience, rather than responding directly to competitors’ actions.Through TV, Out-Of-Home, Point-of-Sale and guerrilla marketing, they generated unheard-of buzz. Social media engagement peaked and over 500 thousand virtual Cokes were shared.PR-generated earned media worth over 4 million Euros resulting in a 3000% ROI. During the summer activation months, the Share a Coke campaign delivered market share growth of 2 percentage points vs the previous year. Coca-Cola Regular and Coca-Cola Zero volume over-performed the rest of the sparkling soft drinks sector by 11 percentage points and consumers started to purchase more small bottles making the total transactions more profitable and winning new consumers across key target groups.
Share a Coke, share your summer
案例简介：摘要: 可口可乐在澳大利亚获得巨大成功后，在 23 个中欧和南欧国家启动了 “分享可乐，分享你的夏天”。他们增加了速度和规模，在一个日期-2013年5月1日完全同步发射。虽然竞争非常激烈,可口可乐的战略是发展对品牌的热爱和消费，解决目标受众的真正需求，而不是直接回应竞争对手的行动。通过电视、户外、销售点和游击营销，他们产生了闻所未闻的轰动效应。社交媒体参与度达到顶峰，分享了超过 500,000 种虚拟可乐。公关产生的媒体价值超过 400万欧元，投资回报率为 3000%。 在夏季激活的几个月里，分享 a 可口可乐活动的市场份额比前一年增长了 2 个百分点。 可口可乐常规和可口可乐零销量超过了其他起泡软饮料行业的 11 percent 个百分点，消费者开始购买更多的小瓶，使得总交易量更加有利可图，并赢得了新的消费者关键目标群体。
Share a Coke, share your summer
案例简介：SUMMARY: Coca-Cola activated “Share a coke, share your summer” in 23 central and southern European countries after its huge success in Australia.They added speed and scale with a fully synchronised launch on a single date – May 1st 2013.Although competition was very fierce, Coke’s strategy was set on growing brand love and consumption and on addressing the real needs of the target audience, rather than responding directly to competitors’ actions.Through TV, Out-Of-Home, Point-of-Sale and guerrilla marketing, they generated unheard-of buzz. Social media engagement peaked and over 500 thousand virtual Cokes were shared.PR-generated earned media worth over 4 million Euros resulting in a 3000% ROI. During the summer activation months, the Share a Coke campaign delivered market share growth of 2 percentage points vs the previous year. Coca-Cola Regular and Coca-Cola Zero volume over-performed the rest of the sparkling soft drinks sector by 11 percentage points and consumers started to purchase more small bottles making the total transactions more profitable and winning new consumers across key target groups.
分享可乐，分享你的夏天
暂无简介
Share a Coke, share your summer
暂无简介
基本信息
- 广告战役： #Share a Coke# , # share your Summer#
- 广告品牌： 可口可乐
- 发布日期： 2014-09-01
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 短视频
- 广告语言： 意大利语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
