Dive Brief:
- Coca-Cola launched a new campaign through Promoted Tweets that address Twitter users by their first name -- on a Coke bottle.
- The campaign is an extension of the "Share a Coke" campaign that produced Coke-product bottles with first names of the 1,000 most popular names.
- The more personal campaign uses those named bottles to reach out to fans -- a creative use of Twitter's Tailored Audiences feature.
Dive Insight:
The #ShareaCoke campaign is a perfect example of bringing a personalized experience to a brand. Do a quick Twitter search for the hashtag #ShareaCoke and it's easy to see how putting people's names on your product is a recipe for virality.
Twitter's Promoted Tweets have only helped to expand #ShareaCoke by allowing Coke to directly interact with its fans. For every David or Mary Coke calls out, it is another personal connection the brand connects, and the idea is working -- Coke saw a more than 19% sales growth year-over-year in its 20-ounce bottles.
