For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.
At Econsultancy’s JUMP New York event Coca-Cola’s Christy Amador gave an insight into the overarching marketing strategy employed by the brand, with particular reference to its campaign at the London Olympics.
Amador said that Coke’s marketing content always follows two basic principles – it has to be both liquid and linked.
Liquid refers to the fact that the content needs to flexible and able to filter down through all areas of the brand’s marketing activities, but it also needs to be linked together.
So regardless of the channels used – whether it’s social, mobile or TV – there has to be one ‘north star’ idea that links it all together.
“We start with what we call ‘one big, fat, fertile idea’. If you start with that at the centre, it can flow down through all other platforms.”
For the Olympics Coke decided to target teenage consumers by taking advantage of the inherently social values of the Games, which see the whole world coming together to focus on one event.
The campaign was called ‘Move To The Beat’, and the idea was to use music as the critical element of the storytelling.
See on econsultancy.com
Categories: Content Marketing