In our new-look weekly round up series, we’re taking a look at Coca Cola’s #MakeItHappy campaign.
The carbonated drinks brand can trace its origins back 129 years to 1886. With an incredibly recognisable colour and stylised logo, even the glass bottle shape is a registered trademark. Sponsorship links with global sporting events like the FIFA World Cup and the London 2012 Olympic Games are part of a branding strategy that aims to associate Coca Cola with positive experiences that bring people together. Recent digital marketing campaigns include ‘Share A Coke’ and ‘The Coca Cola Happiness Machine’.
The brand’s global accounts all enjoy large communities; Coca Cola has 93.3 million Facebook fans, 284 million Twitter followers, 1,790,390 Google+ followers, 449,000 Instagram followers and 447,000 YouTube subscribers.
Coca Cola are on a mission to make the Internet a happier place. The campaign encourages people to send compliments to their friends and loved ones, under the hash tag #MakeItHappy, in order to ‘sign’ the Smile Petition. The campaign was teased in the build up to the Super Bowl XLIX, where it was one of the $4.5 million TV ad spots. As part of their ‘spread happiness’ mentality, Coca Cola are combatting online negativity by leveraging the largest advertising platform to send an anthropological message, rather than pushing product.
A fun feature is that their Twitter account has been creating some unique user generated content: taking the ‘hate’ people have been sent and transforming it into positive ASCII imagery.
The Coca Cola branded microsite pulls through these images and includes instructions for signing the Smile Petition using the hashtag selfie, for Facebook and Instagram users.
Since the Coca Cola Super Bowl ad aired, there have been 155,000 mentions of #MakeItHappy online. Of these, 12% have been positive, while only 1% is negative. The vast majority of these mentions come from Twitter, as their audience uses the hashtag to activate Coca Cola’s ASCII art app.
The main ad for the campaign (above) aired during Super Bowl XLIX that had already amassed 2.5 million YouTube views in a day. It s supported by YouTube videos featuring Kid President, Danica Patrick, Michael Sam and Teen Change Agents sharing their experiences of negativity online.
Although the YouTube account has been re-skinned to match the rest of the visual language of the campaign, none of Coca Cola’s other global accounts have followed suit yet.
The obvious takeaway from this campaign is that Coca Cola continue to throw their considerable weight behind humanitarian causes. As their place in the market is all but guaranteed, their marketing efforts are about spreading positivity that should become intrinsically associated with the brand itself. It’s no coincidence they sponsor events like the World Cup and Olympics: world events that encourage togetherness. A high response can be attributed to high exposure, multi-platform integration and creative yet simple content that is easy to share and engage with.
Over To You
What do you think? Have you spotted a clever campaign?
Following trolling of the feature, Coca Cola have now paused the ASCII art Twitter app.