Why Coke Makes Us Think #ThatsGold
Influencer marketing has been the buzzword of 2018, and for good reason. Savvy marketers have been using this form of engagement for years to expand reach, increase conversions, and boost a company’s bottom line. Coke’s #ThatsGold campaign for the Summer Olympics in Rio de Janeiro in 2016 is a famous example of this marketing technique. .
The Coca-Cola Co. has been an Olympics sponsor since 1928, but the brand has struggled to engage in an increasingly health-conscious marketplace. Coke started the #ThatsGold campaign to connect with younger prospects. The campaign began more than a year before the Olympics’ official kick off, and the original video garnered more than 1.9 million views on Facebook alone.
The promo showed Coke’s mascot befriending a score of social media influencers and athletes who would be involved in the campaign during the year ahead.
Millions of views and shares resulted over the course of the campaign. Case studies of the campaign revealed a targeting accuracy of 88 percent. Participants shared “gold” moments and it enhanced the spirit of the games while improving Coke’s sales.
Photo credit from Instagram of @nastialiukin and @mattlombardi24 for @cocacola
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About Susana Yee
Susana Yee is a marketing expert and a pioneer in the field of social media and influencer marketing. Her Guess “Color Me Inspired” campaign went viral and Mashable named it one of “5 Interesting Pinterest Marketing Campaigns.” Susana was featured as a social media pioneer for 2011 as part of eHow 100 on Shift Showcases Real Women Moving from Information to Influence, Driving Change in Their Lives and the World, Influencing and Educating Other Women which was also featured on Bloomberg andBusiness Wire. Recently Susana was featured on Thinkific sharing her knowledge about working with influencers in the guide How To Create An Influencer Marketing Strategy to Sell Online Courses by Elise Asanias.