Recently, I read an article titled, ‘8 (More) Absolutely Brilliant Content Marketing Innovations From the World’s Best Brands’ written by Neil Patel in the site, contentmarketinginstitute.com. There is a section in this write-up that briefs about Coca-Cola’s ‘Share-a-Coke’ campaign. After reading the section, I remembered a similar Content Marketing campaign (though without an unique name for it) deployed by 24AM Studios, the producer of the Sivakarthikeyan – Keerthy Suresh starrer, 2016 Tamil romantic comedy movie, ‘Remo’. Both the strategies could well be suggested as ideal case studies of successful Content Marketing Innovations as both had illustrated the concept of personalization of contents that resonated well with their respective target audience. In this article, let us have a look at both the strategies to know how they went on to become successful by adding considerable values to their respective products.
Coca-Cola’s ‘Share-a-Coke’ campaign converting the brand’s customers into its promoters:
Coca-Cola’s one of the most successful marketing campaigns, ‘Share-a-Coke’, which has been launched in more than 70 countries till date, was first introduced in Australia in 2011. In this campaign, Coca-Cola had printed the most popular names of individuals in its Coke cans and bottles by replacing its famous logo. As a follow-up to this, customers were offered with the opportunity to purchase customized Coke cans and bottles featuring the names those they wished to see on the products.
All these efforts of Coca-Cola did pay rich dividends to the brand as the people felt emotionally touched and excited on seeing their names or the names of their beloved ones in the products of a popular brand like Coca-Cola, took pictures of them with the customized cans and bottles and shared the photos in their Facebook and Instagram accounts.
In this way, the people had acted as influencers of the ‘Coca-Cola’ brand and made the marketing campaign, ‘Share-a-Coke’, one among the successful ones of all time.
Marketing Journo
24AM Studios’s ‘Cupid Standees’ campaign converting Remo’s target audiences into its promoters:
Along the lines of Coca-Cola’s ‘Share-a-Coke’ campaign, in 2016, 24AM Studios came up with an interesting Content Marketing strategy by personalizing their content. In this strategy, the crux of the movie’s story line and its promotional tactics were cleverly intertwined.
‘A guy falls in love with a girl, at first sight’
The above line has been an age-old formula as far as the movies that deal with romance are concerned. The kick-starter in the story of Remo too, is this formula. But, in order to make this not-so-interesting sequence look eye-catching, the director introduces a fictional cum animated character called Cupid in the movie. By deftly bringing the character into the picture, the director makes the audience forget the fact that the scene is based around an old-fashioned idea.
The utilization of Cupid wasn’t confined to the movie alone. Around the movie’s release time, standees of Cupid were placed in the movie theaters where Remo was about to be screened. Standees were also placed in shopping malls. In other words, the standees were placed in locations where they could garner the attention of the audience towards the movie. The aura rendered by Cupid in the movie was recreated by the Cupid standees that were placed across various cine halls and shopping malls. Yes… the people got attracted by the Cupid standees and felt excited to the extent of taking selfies (current day’s crazy deed) with them. They were not only influenced by this marketing strategy but also played the role of influencers by posting the snapshots in their Facebook and Twitter accounts. The campaign, as its contribution to the pretty decent acceptability of the movie by the audience, would have driven a considerable number of people to throng the theaters those that screened ‘Remo’ then.
Despite the results of both the strategies possessing striking similarities, Coca-Cola’s campaign was carried out across multiple nations whereas the Cupid promotion unleashed by 24AM Studios was limited to a specific region in India. Though the products, Coca-Cola and Remo had various other interesting factors to garner the attention of the audience and ensure a good reach among them, the campaigns had actually widened the attention towards the products from their natural scope and subsequently yielded a significant reach to their brands.
So, that’s it with my blog post about the Content Marketing lessons that one could learn from Coca-Cola’s ‘Share-a’Coke’ campaign and 24AM Studios’s innovative Content Marketing strategy for Remo. Now, you get to know the similarities in the way in which the brands, Coca-Cola and 24AM Studios had personalized their contents that resonated well with their respective target audience. Let me know your opinions on the write-up in the comments section!