In my last post, I focused on how storytelling impacts business by enlisting people as participants in stories they care about so they buy the products required to fullfill a human need.
But questions remain as to how brands can build narratives that tap into pre-existing stories and communities.
For Coca-Cola, this has become quite an exploration. While seizing market share is an ongoing battle with rival brand Pepsi, tapping into consumer advocacy and niche communities has become an equally important brand goal – a goal that was achieved almost by accident, with results that not only boosted sales but presented a host of new media opportunities.
But questions remain as to how brands can build narratives that tap into pre-existing stories and communities.
For Coca-Cola, this has become quite an exploration. While seizing market share is an ongoing battle with rival brand Pepsi, tapping into consumer advocacy and niche communities has become an equally important brand goal – a goal that was achieved almost by accident, with results that not only boosted sales but presented a host of new media opportunities.
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Program Planning and Meauring Success:
This Coca Cola article explains how the marketing giant has done such a great job at being successful. Not only did the megabrand use a new approach to marketing by creating the "open happiness" campaign, but they avoided slagging any competitors in their current market plan and also minimised product placement. Instead the brand promoted story telling by engaging emotions and adding value to their consumers.
Their marketing program began with the open happiness campaign, which turned into a national campaign. Consumers were begging for more info but the ad left the consumer to decide what their every day happiness was.
After the campaign began, Coca Cola progressed into Social Media, using mobile apps, games, blogs, videos and creating a platform for Coca Cola coverstations. Not only did the program involve Social Media and Advertising but they implemented experiental marketing campaigns and guerilla marketing to ambush unsuspecting people which turned into their advertising commercials.
Lastly through the campaign their Facebook page increased to 25 million followers, an increase in world wide sales, build a new platform for IMC with their brand and lastly was awarded the Best in Show by addy for the campagign. Not only do their rivals take notice of their success but it's evident that consumers have a strong loyalty to "opening happiness"