#shareacokeA social media content analysis of one of Coca-cola’s major campaigns for the summer of 2014.

Campaign Analysis

20 Jun 2014 - 10 Sep 2014

Executive SummarySoft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”

This report analyzes the complete posting activity and impact generated in the campaign. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.

Data Highlights

❖ Facebook is the leading network for fans: Has over 90% of total community in this industry.❖ Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.❖ #shareacoke theme was 50% of the brand’s posting effort through reporting period.❖ #shareacoke generated 75% of the brand’s engagement during the same period.❖ #shareacoke was one of the biggest social media campaigns from any soft drink brand this summer

Report dates Jun 20 - Sep 10, 2014

Industry Landscape

Chart: Global Fan Leaderboard

Fan counts for each brand’s social media accounts on the last day of the reporting period, Sep 20.

1.Facebook averages over 90% of the total community size.

2.Pepsi is least-centered on Facebook, with 60% of their fan base on Facebook.

Report Dates: Jun 20 - Sep 10, 2014

Facebook is the dominant network for reach

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Chart: Global Engagement Leaderboard

Total of engagements generated by each brand’s content, per network.

1.70% of total engagement was on Facebook.

2.Coca-cola’s Instagram engagement total is approaching it’s Facebook engagement number.

3.Mountain Dew and Sprite have more total engagement on Instagram than on Facebook, despite their Facebook pages having many more fans.

Facebook also leads in total engagement

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Campaign Performance

#shareacoke one of the major content themes of the summerChart: Global Subject Explorer

Terms appearing in the text of all brand posts on Facebook, Twitter and Instagram for entire industry.

1.Few other campaign themes, indicated by hashtags or URLs, have nearly as many posts. Blue color indicates below average engagement rate, although fan count and engagement rate are often inversely related, and Coca-cola has a very large fan base.

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Instagram driving large portion of campaign’s engagementChart: Global Subject Analyzer

All brand posts for Coca-cola’s #shareacoke campaign.

1.Instagram is generating high engagement rate.

2.Fairly even posting volume across Facebook, Twitter and Instagram, Facebook and Instagram drive the majority of total engagements.

3.Fan posting concentrated towards beginning of campaign.

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Campaign was around 50% of brand’s total posting Chart: Global Content Analyzer

All Coca-cola posts on Facebook, Twitter and Instagram.

1.Campaign was 69 of 140 posts during the reporting time period.

2.Campaign’s engagement rate of 1.86% was 39% higher than the brand’s overall average during the same time period. Campaign generated 75% of Coke’s total engagement during the same time period.

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Top 3 most engaging posts from #shareacoke campaignChart: Top Posts

A ranking of the most engaging posts for the campaign theme selected. A post from each network, Facebook, Twitter and Instagram, made the top 3.

The top 3 campaign posts ranked by engagement rate, starting with Instagram, Twitter and Facebook.

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Community Participation

#shareacoke Facebook fan postsChart: Daily Posts

Daily volume of fan posts to Coca-cola’s Facebook page with the hashtag #shareacoke.

1. Fan posting started strong, but tapered off. Parallels brand posting trend on slide 8, note 3.

Chart: Top Posts

Sample of the most engaging fan posts for the campaign theme #shareacoke.

2.Campaign’s theme is well-suited for community generated content.

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