Coca-Cola has been highly successful in building a massive social media presence across platforms like Facebook, Twitter, YouTube, and Instagram. On Facebook, Coca-Cola has over 97 million followers through focusing on community engagement rather than direct product promotion. On Twitter, Coca-Cola's 3.25 million followers are engaged through sharing happiness stories rather than focusing on the brand itself. Coca-Cola's digital campaigns have been notably successful in driving engagement and buzz through initiatives like "Share a Coke". Overall, Coca-Cola's social media strategy emphasizes authentic engagement and relationships with audiences to build brand advocacy.

1. InsideCoke's
SocialMedia
Strategy
Case Studies | Issue 1
LimitlessCreativeRoom
In Numbers
Digital Campaigns
Facebook
The Coca-Cola Story 01
03
Social Media Principles
Twitter
05
07
09
11
Conclusion 13

2. The Coca-Cola Story
Coca-Cola is one of the world’s
most recognizable brands. Interbrand
ranks them as the third most recog-
nizable brand in the world. The brand
is synonymous with ‘spreading happi-
ness.’ The brand has a global reputation
for being the leading FMCG brand. In-
vented in 1886 by John Styth Pember-
ton, Pemberton’s partner Frank Robin-
son understood the power of branding
early on and sold the business to Asa G.
Candler in 1888. Candler was a market-
ing genius and ensured that the Coca-
Cola trademark appeared on countless
products. By 1895, Coca-Cola was avail-
able in every US state. The drink is now
available in over 200 countries.
Coca-Cola’s marketing strategy
has been defined by its unique and
constantly evolving approach. The
brand strategy is to ensure that nobody
is more than a few minutes away from
a Coke! The brand has always stayed
relevant with its audience through its
ever-evolving marketing campaigns.
The marketing strategy employed by
Coca-Cola is legendary.
Coca-Cola’s advertising strategy
is one of the most prolific in marketing
history. Their ad campaigns have been
known to have a major impact on cul-
ture and society. The logo and bottle
designs are recognized throughout
the world, and is integral to the brand’s
image and recognition in the market-
place.
On social media, while it uses
different tactics on each channel, it
maintains a cohesive brand message.
Coca-Cola has over 97 million followers
on their Facebook page, compliment-
ing them with local pages for differ-
ent regions and countries. Subsidiary
products like Diet Coke that fall under
the Coca-Cola umbrella have separate
brand pages. On Twitter, Coca-Cola has
over 3.25 million fans with an ever in-
creasing fan base. While it’s easy for an
established brand to build a fan base
on social media, Coca-Cola has under-
stood the importance of building a re-
lationship with its audience and contin-
ues to excel in doing so.
Coca-Cola history began in 1886 when the curiosity of an Atlanta
pharmacist, Dr. John S. Pemberton, led him to create a distinctive
tasting soft drink that could be sold at soda fountains.
Cut The Fact
The red and white
Coca-Cola logo is
recognized by 94% of the
world's population.
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INTRODUCTION INTRODUCTION
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3. In Numbers
Social Channels
Report
Facebook
facebook.com/coca-cola
Since joining Facebook in 2008, Coca-Cola has amassed
over 97 million followers in 8 years. The Facebook strategy
has involved focusing on its community of fans rather than
straight forward product promotion. The page wasn’t created
by Coke, but by two fans in Los Angeles, Dusty Sorg and
Michael Jedrzejewski. The fan-created page had over 1
million followers before Coke decided to work with them and
manage the page together. By doing so, they showed how
they empower their fans!
Twitter
twitter.com/cocacola
As opposed to the lack of content pushed by the company on
Facebook, their Twitter feed is filled with ‘happiness’ stories, articles
and visuals. Almost all tweets focus on sharing happiness. People
are encouraged to happy in the moment and share it with others.
Since joining in 2009, they have acquired 3.25 million followers.
YouTube
youtube.com/user/cocacola
Coca-Cola focusses on the concept of liquid content.
Through its belief in liquid content and dynamic storytelling,
Coca-Cola is creating a unified and coordinated brand
experience. Since establishing the channel, they have
amassed over 800,000 subscribers and over 895 million
views.
Instagram
instagram.com/cocacola
Coca-Cola's social channels work in coordination with each
other. They have embraced video more than most brands.
Since joining Instagram, they have acquired over 1.2 million
followers.
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SOCIAL MEDIA
REPORT
SOCIAL MEDIA
REPORT
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4. Social Media
Principles
Countless conversations take place online about Coca-Cola every day,
and they want their company’s more than 150,000 associates in more than
200 countries to join those conversations, represent the company, and
share the optimistic and positive spirits of their brands.
The Social Media Principles are meant to
guide partners and associaties participation on
social media. Being the world's largest beverage
company, the company believes its role is to in-
spire moments of happiness while building their
brands. The same considerations that apply to
their messaging and communications in traditional
media apply in the online social media space.
1. Coca-Cola will be transparent in every so-
cial media engagement.
2. Coca-Cola will protect our consumers’ pri-
vacy in compliance with applicable Priva-
cy Policies, IT Security Policies, and laws,
rules, and regulations.
3. Coca-Cola will respect copyrights, trade-
marks, rights of publicity, and other third-
party rights.
4. Coca-Cola will be responsible in our use
of technology and will not knowingly align
our Company with any organizations or
Web sites that use excessive tracking
software, adware, malware or spyware.
5. Coca-Cola will reasonably monitor our be-
havior in the social media space, estab-
lish appropriate protocols for establishing
our social media presence, and keep ap-
propriate records of our participation as
dictated by law and/or industry best prac-
tices.
Grab a Coca-
Cola and make
memories that last
forever.
Call up your
friends, grab a
Coca-Cola and
join in on the
football fever.
#TasteTheFeeling
Pour yourself a tall
glass of happiness
with Coca-Cola.
#TasteTheFeeling
Come together
with Coca-Cola.
#TasteTheFeeling
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SOCIAL MEDIA
GUIDELINES
SOCIAL MEDIA
GUIDELINES
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5. Digital Campaigns
Coca-Cola's digital campaigns have achieved notable success over
time and has resulted in a massive following across social media channels.
Their campaigns have attracted large amount of buzz for the brand. The
'Share a Coke' campaign was so successful that it reversed a decade-
long decline in U.S Coke consumption.
(1) Coke Zero 'Drinkable Advertising'
(2) Happiness Machine
(3) Coke Zone
(4) London 2012
(5) Superbowl 2012
(6) Tweet Your Christmas Wish
(7) Share a Coke
(8) The 'Ahh' Effect
(9) King of the Recycle
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WHAT'S BEEN DONE WHAT'S BEEN DONE
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6. #HappyLohri
Coca-ColaIndia
Facebook
The key to marketing through Facebook is engagement and
interaction. Over the years, Coca-Cola has mastered the art of
Facebook Engagement.
With 97 million fans following the
brand page, Facebook is Coca-Cola’s
biggest fan base. Coca-Cola’s Face-
book page was created by two super
fans from Los Angeles. When Face-
book’s rule of brand owners adminis-
tering their brand pages came into ef-
fect, Coca-Cola decided to empower
their fans. They opted to build on the
already existing fan base rather than
marginalizing the fan base.
With Social Media being heavily
dependent on user engagement, Co-
ca-Cola abandoned traditional adver-
tising techniques and opted to go with
user engagement. Fans are constant-
ly asked to share their stories, videos,
opinions and photos. The open sys-
tem has resulted in a large interaction.
This effort has shown that the brand
cares about its fan base.
The Facebook page also has
several tabs that act as sharing mech-
anisms for the various contests con-
ducted by the brand. Through status-
es, photos and video that encourage
engagement and interaction, Coca-
Cola has achieved tremendous suc-
cess.
Products under the Coca-Cola
banner also have their own brand
pages. Diet Coke has over 2.5 million
fans, while Coke Zero has over 6 mil-
lion fans.
Their dedication to seamless
content is seen on its Facebook page.
All its channels stay cohesive.
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7. Coca-Cola is succeeding in its strategy of engaging with its users with the
brand’s final aim of converting its audience into full blown brand advocates.
Coca-Cola’s Twitter feed boasts of over 3.25
million followers since joining in March 2009. By
employing several different tactics, Coca-Cola has
amassed such a large following.
User-generated content forms the heart of their
content strategy. Followers are continuously en-
couraged to take part in various contests. Celebrity
Influencers are used often to encourage participa-
tion. For example, Aamir Khan was used across the
brand collaterals in India.
Almost all tweets sent out from the account
focus on sharing happiness. There’s very little talk
about the brand itself. Almost all of the content is
focused on developing a relationship with the audi-
ence.
Coca-Cola does a great job with direct engage-
ment. Despite the high volume of mentions, they
regularly interact with their audiences. In May 2014,
83% of Coca-Cola’s tweets were direct replies.
Twitter
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CONCLUSION
013
For the past 126 years, fans have been an essential part of Coca-Cola’s
brand culture. The stories that their fans share are a testament to the
strength of the brand and how passionate people are about it.
Coca-Cola has built its social strategy around
its campaigns in a way that anyone get involved
with. They have also crowd-sourced content seam-
lessly compared to any other brand.
Coca-Cola has understood its audience well
and done a great job in interacting with them.
Through their belief in liquid content, they have
embraced all forms of content and have not been
afraid to dive into new mediums.
Most importantly, their social media presence
has been crafted carefully to ensure maximum en-
gagement with the audience.
In Conclusion

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