International Social Media Marketing Strategy for Coca Cola: A Case Study

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International Social Media Marketing Strategy

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Contents
Introduction......................................................................................................................................3
About Case Study............................................................................................................................3
About company................................................................................................................................4
Appropriate strategy: Coca Cola’s Campaign.................................................................................5
The happiness machine................................................................................................................5
Comparison of other brands.........................................................................................................8
Conclusion.....................................................................................................................................11

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Introduction
This assignment is based on the case study of “Social drinks in the global Social Media Space”.
It is vital for the companies to keep consideration of social media while promoting the products
as it is the approach by which one company can promote its product globally. It can be seen in
today’s world that the emergence of social media networks, such as Twitter, Facebook, LinkedIn
and many blogs. An appropriate social media strategy is the useful tool for the business to attain
the desired outcome within timeframe (Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito and
Singh, 2016). This essay will entail the background of the company to the most popular on social
media network. Along with an appropriate strategy will be demonstrated under this essay with an
appropriate strategy.
About Case Study
The case study is based on the soft drinks in the global social media space in which the
discussion has been made on various companies of social drinks. The rise of social media in the
case study has been demonstrated as Facebook has more than 800 million users globally and
Twitter has 200 million users were the uppermost social media marketing channels. The case
study has entailed information of various companies such as coca-cola, Pepsico, Mountain dew
and Starbucks. It has been found that the Coca-Cola Company is well known American beverage
corporation. Coca-cola is invented in Georgia in 1886. It has been found through the case study
that the company has significant value in the soft drink industry. The discussion has been made
under the case study about each company in an efficient manner for which the strategy of social
media used by that companies are demonstrated. The campaign strategy has been taken into

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consideration by this case study in order to increase the demand of the products in the view of
their customers. The comparison has been made between pepsico and coca cola in which the
discussion entailed regarding used social media marketing theory.
About company
According to the case study, it can be seen that Coca-Cola Company is well known company in
the world that has taken use of appropriate strategy of social media marketing in order to attain
the desired outcome within time frame. The mission of Coca-Cola Company is to refresh the
world, to develop value and make a difference. The coca-cola has done in a perfectly manner in
which the social media campaigns and ad campaigns have significant role in social media
marketing. Along with the company had a couple of applications of Facebook such as “when will
happiness strike” and “aah giver”. The total brands of coca-cola are around 3000 in which the
company sold fewer than 500 brand names in over 200 countries (Greenhalgh, 2019). It has been
found as per the current information that coca-cola is well known brand and the Facebook page
has attracted 93 million fans which is not a surprise focusing on how big and effective the brand
is. Coca-Cola has not its own store and that is why the company is not focused on driving people
to its shops. There is a campaign of Coca-Cola named “share a coke” campaign was a super hit
and put an upper level of impression on the social media (Gill, 2009). It has been found that this
campaign is innovative where the company changes the iconic log with names as it is helpful in
amplifying their sales. Under this campaign, the company has around thousands names on the
bottle, more than 990 million impression on twitter, around 150 personalized bottles were sold
out and around 17,000 virtual name bottles shared across Europe (Chaffey, 2016). In the context
of geographic reach, the company is able o exports their product into 200 countries which could