No qualms about it. Coca-Cola has the Social Media Marketing world in the palm of their hand. THEY GET IT! They have built a social media empire with their content, not the least of which is their online video profile hosted at CCTV on YouTube.
Check out their latest video:
Ok, so what is not to like about this video? In a world where political scandal and violent revolution appear everywhere we turn, where magazines and media are cold-heartedly and consistently attempting to cash in on the drama and trauma of society, Coke has decided to wade against the stream.
Coke has decided to cultivate a brand image of “Shalom” -a campaign of love, happiness and peace – all centered around their products.
Brilliant right!? So why are more companies not doing this? Coke appears to understand what actually hits a nerve with people now. We are jaded. What would have been dubbed shocking twenty years ago hardly registers anymore – what impacts us now, are examples of kindness, of grace and of compassion.
People are hungry for this – it is the same dynamic that takes an indie “feel-good” movie from unknown status to stardom (AHEM-Slumdog-Millionaire)
Coke is effectively developing a brand association between themselves and all the greatest things in life: spontaneity, love, peace, joy, happiness and people caught enjoying all if it. What is more, they have done so in such a seamless and genuine way, that they do not come off as simply running another fake campaign for profits – they truly do appear to the public as a happy brand.
That makes them trustworthy.
That makes them likeable.
That makes them relateable.
and that makes them successful.
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