In this article, we’ll take a look at how Coca-Cola Facebook ads are used to drive sales and increase traffic to Coca-Cola’s website.
At Relevantly, we have over 15 years of marketing experience, and would love to share what we’ve learned about some of the biggest brands’ marketing strategies with you!
You’ll learn more about Coca-Cola Facebook ads and posts, Coca-Cola’s online marketing strategy, and how you can use these same tactics to grow your own business.
Learn how Coca-Cola Facebook ads and posts drive traffic to their website
Coca-Cola Facebook Ads
On average Coca-Cola sells 1.8 billion bottles of Coke every day. They are the world's largest manufacturer of non-alcoholic beverages.
Small to medium-sized businesses can learn a lot about how to market their own products by taking a closer look at the strategies that companies like Coca-Cola use.
Like other big companies, Coca-Cola maintains an active presence on Facebook. Take a closer look at some recent Coca-Cola Facebook Ads and posts to see what you can learn for your own business.
Recent Coca-cola Facebook posts
Even though Coca-Cola isn’t running any current Facebook ads, they are, however, continuing to use social media as a platform to connect with their target markets through regular posts. Here are some of the most recent posts they have made.
Coca-cola facebook ad #1: engaging Your Audience
Source: Coca-Cola Facebook Page
This Facebook campaign that Coca-Cola ran was a brilliant way to engage their audience. Here’s how the promotion worked:
“There are many ways to say THANK YOU, but this is the coolest one! Collect the letters that come in each Coca-Cola, upload a photo of your sentiment and tag us. Your photo could be in our next post! 🤗 #OpenForBetter”
So, in essence, when you buy more Coke, you can collect more letters that will let you spell a message that might get posted to their page. That’s a pretty clever and fun way to entice individuals to buy their product.
This Facebook initiative was part of a bigger campaign by Coke, “Open for Better”, that also incorporated other digital marketing tools like videos and portrayed a message of positive social change.
They used a “soft-sell” approach in their video portion. For instance, they aren’t telling you to drink Coke, however, you see people who are trying to be more open and inviting drinking Coke, so the subliminal message is there. You can watch the video here.
Takeaways
So, what have we learned from this Coca-Cola campaign?
Get your audience engaged in a fun activity that involves purchasing more of your product
Promote a positive change of lifestyle
Now, let’s take a look at another Coca-Cola Facebook ad/post.
Coca-cola Facebook Ad #2: supporting a current cause
This next post is quite simple, with very little in the way of images, but the big names speak for themselves. Coke is using an extremely effective technique employed by most large companies and that is sponsoring a huge event.
And not just any event, this one spoke to the hearts of everyone around the world who were stuck at home during the COVID-19 pandemic.
“Proudly partnering with Global Citizen for One World: #TogetherAtHome to honor front line heroes and organizations working on #COVID-19 relief efforts. Join this historical global event on April 18. Learn more: https://CokeURL.com/cldha”
Sponsoring an event that would be so widely viewed and so appropriate for the time, is an incredibly effective way to get your name known and appreciated.
Now, we understand that your smaller business probably wouldn't be able to sponsor an event starring Lady Gaga, however, the principle remains the same.
In addition to the initial Facebook Ad, Coke uses its website to reinforce this event. When you click on the image, you are immediately taken to the Coke site where you see a replication of the same image. This is an important technique as it gives your audience continuity and lets them know that they have landed on the right page.
Takeaways
So, what have we learned from this Coca-Cola campaign?
Search for local events to sponsor that would be impactful to your own target market, or organize your own event. These options will help give you the kind of exposure required to put your company on the map.
Be consistent with your landing pages. When someone clicks on your ad, they need to know that they have landed in the right spot.
Coca-cola Facebook Ad #3: supporting a charity
Source: Coca-Cola Facebook
Another effective way to use social media to connect with your target audience is to support a charity that they believe in. Big Brothers and Big Sisters of Canada is a well-known charity that does great work, so it isn’t a surprise that Coca-Cola would like to get behind their efforts. Here’s how their promotion works:
“Make a difference when you make a purchase. With select beverages, Coca-Cola Canada will donate $0.50* to Big Brothers Big Sisters of Canada through April.”
This is a win-win promotion:
Coke shows that they care about a great charity thus building their trust in the community.
Coke’s customers will buy more products so that they too can help do their part in supporting this great charity.
In this case, Coke wins, their customers win, and Big Brothers Big Sisters of Canada wins.
Takeaway
So, what have we learned from this Coca-Cola campaign?
Support a local charity that your target market would love to support and create inventive ways to support them together.
Coca-cola Facebook Ad #4: Building Trust
Source: Coca-Cola Facebook
Here’s another great cause that Coca-Cola is supporting on their Facebook page:
“The world has a packaging waste problem, and we know that we have a responsibility to help solve it. That is why, as part of our #WorldWithoutWaste commitment, we are proud to announce that Coca-Cola is joining the @Canadapact.”
Through the #CanadaPlasticsPact we will collaborate with partners from across the private and public sector to reduce plastic packaging waste in Canada. Leadership matters and we are taking action to create a more sustainable future in Canada. Learn more: www.plasticspact.ca “
Environmental issues are another current concern that many people are very passionate about. Coca-Cola is continuing to build trust with their audience by showing that they care about these types of issues as well. By aligning themselves with these types of issues, Coca-Cola is putting a more personal face on their company and building more trust with their audience.
Takeaway
So, what have we learned from this Coca-Cola Facebook Ad campaign?
Build trust with your target audience by showing that you are passionate about an important topic such as environmental issues.
Coca-Cola’s New Business Strategy
Coca-Cola’s Facebook ad strategy plays into their bigger, more universal marketing strategy. Coke is diversifying into new products such as Fairlife milk, BodyArmor, and Simply Light juices.
This is due to the decline of soda consumption that started in 2002 and the rise in popularity of alternative beverages like bottled water, juices, teas, and coffees. Seeing this trend, Coke has also decided to move in this direction in order to stay successful.
Check out this great video below to learn a bit more about their strategy.
An explanation of Coke’s marketing strategy
Takeaways
So what can you learn from Coke’s latest diversification strategy?
Find out what kinds of products your target market wants and diversify into them. Like Coke, it is a good idea to allow your consumers to lead your growth.
Find ways to personalize your products to attract younger customers. A great example of this is how Coke has placed names on their cans.
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At Relevantly, we have over 15 years of marketing experience and have helped small businesses across Ontario, Canada, and North America build their brand online.
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