The Coca-Cola Company (NASDAQ: KO) is an American multinational beverage company, manufacturer and marketer of nonalcoholic beverage concentrates and syrups. It is one of the largest multinationals in the world and has had many successful marketing campaigns.

The company's "Share a Coke" 2015 summer campaign was one of the best-performing marketing campaigns in Coca-Cola's history. This marketing strategy traded out the company's iconic logo on 20-ounce bottles for 250 of the country's most popular names. Essentially, consumers had the chance to have a generic name, such as "David," printed on Coca-Cola bottles and were encouraged to share those bottles with friends and family.

Additionally, consumers could share their experiences and stories on Twitter with the hashtag #ShareaCoke. Those who shared their stories were entered to have their photos featured on the company's website and across company billboards. The following are the top three reasons why the "Share a Coke" campaign was so successful.

1. Consumers Were Prompted to Participate and Create Online Media Content

Coca-Cola was able to generate massive amounts of social media content by specifically targeting consumers who use social media to share photos and stories. The company gave full creative control and brand ownership to these consumers, prompting people to feel like they were not promoting the Coca-Cola Company online so much as they were starting their own social media conversations.

This gave way to multiplatform conversations on social media sites such as Facebook, Twitter and Instagram. Online conversations became organic, driven by consumers rather than the brand itself. This integrated the Coca-Cola Company into the homes of its consumers, becoming part of their lifestyles.

The online results of the campaign have been a massive success. More than 500,000 photos were shared using the #ShareaCoke hashtag. As of September 2015, consumers who were prompted to create virtual Coke bottles shared more than 6 million of these bottles. Additionally, Coca-Cola gained roughly 25 million extra Facebook followers as a result of the campaign.

2. The Brand Connected With Consumers on a Personal Level

As Coca-Cola itself admitted, for teens and millennials, personalization is not just a fad but is, in fact, a way of life. These consumers place high value on self-expression, individual storytelling and staying connected with friends. The "Share a Coke" campaign gives the ability to do all of these things while promoting the Coca-Cola brand.

For example, when a consumer shares a name-branded Coke bottle with her mother, she feels as if she is honoring her mother rather than promoting the Coke brand itself. Further, by taking and sharing photos of these moments with the #ShareaCoke hashtag, consumers drive more personal online media content that increases shareability.

While there were 250 common names that could have been used, not everyone's name is common, which could have decreased the personalization of the campaign. Knowing this, Coca-Cola created a 500-stop, cross-country "Share a Coke" tour that allowed fans to customize a Coca-Cola mini can for themselves and a second one for someone special. The company tour also provided alternative options with nicknames such as "bestie," "star" or "BFF." This added an additional personal touch for consumers.

3. The Words Used in the Campaign Are Powerful Calls to Action

The main slogan in the campaign, "Share a Coke," is a great call-to-action phrase. This slogan prompts consumers to buy a physical Coke to share and also share their Coca-Cola stories online. The slogan is catchy and easy to remember, making the call to action "sticky" and a constant reminder to consumers. Further, it is reported that Coca-Cola purposefully used the "Share a Coke" phrase so it made the call to action more about giving a Coke to someone else rather than a consumer keeping it for himself.

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