An End of Campaign Report on the #ShareACoke #ShareAFeeling Campaign. Amongst other media, Digital was used to drive engagement and reach, supporting the ultimate goal of increasing the ‘sharability’ of the campaign.
1. A social Media End of Campaign
Report on #ShareACoke
#ShareAFeeling Campaign
11th April 2016
By Daniel Ojabo
Sponge Nigeria
2. EXECUTIVE SUMMARY
SAC Wave 2 was designed to impact consumers’ perception about Coca-Cola, as a brand that is youthful,
contemporary and light hearted. In order to drive interest in the campaign, we invited people to share a coke
and a smile with their friends and family using names, emoticons and phrases that resonated with their true
selves.
Amongst other media, Digital was used to drive engagement and reach, supporting the ultimate goal of
increasing the ‘sharability’ of the campaign.
We were able to hit and surpass our targets for Facebook Engagement (2.4 Million engaged users) and Reach
(23.4 Million people reached). Creation of the brand’s emoticons provided a new and exciting dimension to
the campaign and earned us over 5 million shares and 257 million brand impressions across BBM, WhatsApp
and other private messaging platforms.
This report shows the performance of all digital channels during the campaign from Dec 1st – April 11th,2016.
3. Campaign Snapshot
23mPotential people reached on Facebook
alone.
920mOpportunities (Impressions) to engage with the
brand through mobile (Emoticons), social and video.
6.7mPeople who actually engaged with the
brand across Social and BBM.
5.3mBranded Content (Emoticons) shares across
BBM Channels and other private massaging
platforms
2.1mVideo Views - Number of times your Page's videos
were viewed for 3 seconds or more on Facebook
alone.
18.5kNew fans who declared affinity to the brand
with either a Facebook like, Instagram follow
or Twitter follow.
4. Key Objectives & Achievements
Objective KPI Target Achieved % Achieved
Increase Audience Engagement on Facebook FB Engagement 975,000 2,423,893 248.6%
Increase Potential Reach on Facebook FB Reach 9,750,000 23,405,723 240%
Increase the number of Virtual Cans Created Virtual Cans Created 220,000 63,082 28.7%
Increase the number of Virtual Can Shares Virtual Cans Shared 110,000 14,250 12.95%
Increase of Birthday Cards Sent Out Birthdays 290,400 105,415 36.3%
5. RESULTS
The hashtags #ShareACoke ShareAFeeling trended 3 times during the campaign.
5.3 million Emoticon shares which generated 258 million impressions.
900+ Share a Coke campaign posts shared across Social Media Platforms
152K brand mentions which generated 663 million media impressions
1.4 million engagements recorded across Social Media Platforms
2.1 Million Video Views - Number of times your Page's videos were viewed for 3
seconds or more on Facebook.
23 Million potential people reached on Facebook during the course of the campaign.
Over 18,454 new fans acquired across Facebook, Twitter and Instagram.
105,415 Birthday Shout-outs on Twitter and Instagram.
63,082 cans created with14,250 shares across Social Media channels.
Twitter was the most active platform; accounting for 99.7% of brand mentions.
Coca-Cola Nigeria Digital
Dashboard
+8k
34% increase
+4k
44.4% increase
152K
MENTIONS
BRAND MENTIONS
920M
TOTAL IMPRESSIONS
BRAND IMPRESSIONS
+6k
0.63% increase
5,891
UNIQUE AUTHORS
AUTHORS
5.3M
SHARES
EMOTICONS
6. Emoticons - Overview
This shows the entire analysis of information retrieved from Coca-Cola’s
emoticon dashboard from January 18th – April 10th.
257.9 million
Impressions
5.3 million
Shares
14.9k
Hours Engaged
73k
Downloads
How many times were
these emoticons
used/sent?
How many times were
these emoticons seen?
How much time did users
spend sharing these
emoticons?
What started it?
Brand’s emoticons & stickers were shared over 5.3 million times,
generating over 257 million brand impressions across BBM, WhatsApp
and other private messaging platforms.
7. Top Ten Assets (Emoticons)
This campaign was very
successful and it would be great
if we can get to do another
campaign utilizing the same
assets.
8. Engagement By Platform - Analysis
Facebook Engagement Emoticons (shares) Twitter Engagement
1,336,063
5,293,880
51,523
Engagement - Platform Comparison
Emoticons Twitter Facebook
Cost per Acquisition (CPA) $0.50 $0.40 $0.20
Cost per 1000 Impressions (CPM) $0.10 $3 $1.50
Cost per Engagement (CPE) $0.005 $0.20 $0.05
Brand stickers (Emoticons) accounted for 79%
of total engagements recorded during the
course of the campaign.
9. Twitter Activity
275
369
336
169
25
128
246
220
100
21
December January February March April
Twitter Engagement By Month
Likes Replies
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
December January February March April
Engagement VS Impressions
Impressions By Month
Engagement Rate By Month
3,300
15,300
27,300
274 30
December January February March April
Retweets By Month
RTs
0
20
40
60
80
100
120
140
160
0
5,000
10,000
15,000
20,000
25,000
December January February March April
Engagement By Post
Engagements
No. of Posts
Twitter engagement rate
peaked in February – driven
by Valentine’s Day campaign.
27,300 retweets
recorded in February.
Seeding Phase – We
had and published
more content.
11. Most Liked Post on Facebook
Post had 36, 528 Likes, the highest recorded during the campaign. Post also happened to have
the most comments (9,000).
12. Most Shared Post on Facebook
Video posts performed really well during the
course of the campaign particularly influencer
videos.
Facebook Video post by influencer Falz had
3,477 Shares, the highest recorded during the
campaign.
Post also had over 299,277 views.
13. Facebook Was The Dominant Network For Engagement & Impressions
Facebook
35%
Twitter
41%
Instagram
24%
Audience Growth
Facebook
94%
Twitter
4%
Instagram
2%
Audience Engagements
Facebook
97%
Twitter
3%
Brand Impressions
Facebook accounted for 94% of
overall audience engagements
recorded during campaign.
Facebook accounted for 97% of
overall brand impressions.
We acquired over 18K new fans in the
review period. Twitter accounted
over 41% of overall fan acquisition.
14. Owned Media: Top Posts From Twitter
Retweets: 360
Likes: 17
Retweets: 350
Likes: 4
Retweets: 345
Likes: 2
17. What was done
Exploring Real Time Marketing opportunities (Valentine promo etc.)
Birthday Shout-outs
Coke and Food Posts Influencer Videos
Use of Real life images across
the social media pages.
18. Real Time Marketing
To celebrate Valentine’s Day, we worked with influencers and bloggers
to seed the valentine’s day competition. This generated a lot of online
buzz, making us to trend at #7 on the 10th of February. This was the
most successful tactical campaign; it generated 13k mentions and 67
Million impressions.
13,801
MENTIONS
BRAND MENTIONS
67.3M
ONLINE IMPRESSIONS
BRAND IMPRESSIONS
1,301
UNIQUE MENTIONS
ORIGINAL POSTS
21. #ShareaFeeling Was Around 99% Of Brand’s Total Posting
The hash tags #ShareaCokeNG & #ShareaFeeling received over 152,300
mentions and over 662,000,000-plus media impressions.
28th of January generated the highest spike in conversations, driven largely
by paid influencer activities around #ShareAFeeling activation at Palms
Shopping Mall, Lekki.
WORD CLOUD
22. CAMPAIGN MENTIONS & IMPRESSIONS
Source: Netbase
TIMELINE HIGHLIGHTS
• We had the highest number of
mentions in January, driven by
paid influencer activities
around #ShareaFeeling
Activation at Palm Shopping
mall
• Engaging prosumers in March
saw brand mentions perk up
significantly, which saw
conversations surge on the 25th
of March.
Jan 18th (10,810 Mentions):
#ShareAFeeling Trends,
driven by paid influencers
Jan 28th (12,520 Mentions): Paid
influencer activities around
#ShareaFeeling Activation at Palm
Shopping mall
March 21st (11,666
Mentions): #ShareAFeeling
Trends, driven by prosumers
23. Sentiments
23
These were the sentiment drivers. These are
some of the words which were used while
engaging with the brand.
94% of mentions was neutral, 5.25% was
postive, and <1% was negative.
We maintained a Net Sentiment score of
87%.
#ShareaFeeling
Activation at Palm
Shopping mall saw
positive mentions
peak on the 28th of
Jan.
24. Comparative Analysis
#ShareaFeeling dominated online conversations in
the review period and hence, accounted for a larger
percentage (64%) of the total share of voice.
#thingsilongthroatfor
36%
#Sharafeeling
64%
Share of Voice
The hashtag (promoted) campaign
(ThingsIlongthroatfor) picked up
From 16th Nov and gradually
started to dip onwards.
Paid influencer activities around
#ShareaFeeling Activation at Palm
Shopping mall
25. Media Spend – CPE Comparison
$0.005
257,943,728
5,293,880
$0.05
38,339,425
1,336,063
$0.20
1,276,200
51,523
Emoticons Facebook Twitter
Engagements Engagements Engagements
CPE
*CPE - Cost per Engagement
CPE CPE
With over 5 million Emoticon shares recorded at a CPE of
$0.005 (less than a cent), our audience engaged more using
branded emoticons than there did on any other platform.
26. HERE IS WHAT WORKED WHAT DIDN’T WORK
1. Emoticons - This campaign was very successful and it would be
great if we can get to do another campaign utilizing the same
assets.
2. Birthday Shout –outs (105,415 on Twitter and Instagram) to fans
and celebrities drove high volume conversations online.
3. Seeding- Seeding SACII bottles to celebrities/influencers during the
teaser phase drove campaign awareness and brand talkability.
4. Valentine’s Day Contest – Audience engagement perked up
significantly as a result of the contest which generated over 67
million impressions.
5. We saw an increase in engagement with the use of real life
images on Instagram when compared to graphics.
6. Real time marketing- Rolling out tactical campaigns associated with
Red Letter Days drove high volume conversations.
7. Influencer Videos-We recorded over 2.1 million videos views on
Facebook, driven largely by influencer videos.
1. RGB Competition – Competition was rather complex, making it
difficult for our audience to understand and participate. This resulted in
negative reactions towards the competition
2. UBER – Wasn’t targeted at the campaigns TA and as such, a rather
low engagement.
3. Virtual cans - Late activation of virtual can creations on website
impacted significantly on engagement.
1. Early alignment and communication with all the stakeholders for a
timely and seamless execution of the proposed plan.
2. Explore activities and locations that are strongly associated with
our T.A (e.g.: places our T.A congregate) to get the desired
reactions and engagements from them.
3. Simplicity on the SAC website: The website should emphasize on
its core objective(virtual can creation) to reduce confusion and
bounce rates.
4. Consumer education on HOW to be part of a competition in order
to improve our numbers and seamlessly execute the proposed
plan.
LEARNINGS AND NEXT STEPS
27. APPENDIX: METHODOLOGY
Source:
GazeMetrix
Key Terminology
•Geotagged Data: This is data in which the user has provided public
geotargeting information within a post, this is a subset of overall data and
usually limited to ~30% to 40% of posts.
•Firehose: This means a certain set of data contains 100% of available content
from that platform or source.
Definition of Core KPIs
Posts: Number of times participants post on social media sites about a topic (Total Posts)
Impressions: Maximum number of potential views for all posts on a given topic (Total Impressions)
Reach: Maximum number of potential people who saw posts on a given topic (Total Reach)
Unique Participants: Number of unique people who have posted about a particular topic (Unique
Participants)
Shared Posts: Number of times the original posts have been shared, based on Twitter data sharing
only, calculated as
(Shared Posts / Total Posts)
% Linkage to TCCC: (Share of Voice/KO) The percentage of posts that mention a topic and TCCC
(brand or company), Calculated in Issue Reports as (Number of Posts with TCCC Brand or Company
& Issue) / Total number of Issue Posts
Net Sentiment: Identifies the tone of conversation for posts with either positive or negative sentiment
on a scale of -100% to +100%
Sentiment Weight: The percentage of conversation in which NLP sentiment was found. Under 20%
Sentiment Weight is considered low, and findings based on that level should include a caveat.
Tools Used
Netbase: Primary listening tool for the Hub, using full firehose data
across a wide range of brands and issues. Includes over 500 million
digital sources.
Sysomos: Secondary listening tool for the Hub team, with strong ad
hoc capabilities to help fill gaps in collected data sources.
Limitations:
We only collect and analyze public data within our listening tools,
which limits availability for some features, such as geolocation, and
some privacy restricted platforms, such as Facebook. While we do
get the percentage of this data that is public, it is not 100% of that
data and should be treated as a sample
