Half of all US teens had not enjoyed a Coke in the previous 12 months and Coca-Cola needed to re-connect with teenagers and drive consumption. This case sets out how the US operation imported the internationally successful 'Share a Coke' campaign - which enabled popular names to appear on Coke cans - into the US, adding several new elements with the aim of encouraging teenagers to purchase and share bottles with their friends' names on them.
Several different social channels such as Twitter, Instagram, Facebook and Tumblr were used in the campaign which drove increases in sales volumes and revenues.
This case is part of the cross-industry Social Works initiative, which brings together the IPA, the Marketing Society and MRS, with support from Facebook and Twitter, to identify and share best practice in the measurement and evaluation of social media activities by brands.