In today’s digital landscape, social media is an indispensable tool for businesses. It can help you reach new audiences and connect with existing customers.
However, navigating the complex world of social media is easier said than done. Fortunately, we have a solution for you: Coca Cola Social Media Tools.
This simple application lets you manage your company’s social media profiles from a single dashboard. You’ll be able to post updates across all your networks at once, schedule posts in advance, monitor customer feedback, and more!
Coca Cola Social Media Tools
In 2019, the general state of play of social media for FMCG brands has transformed from its product-focused beginnings to a more content-driven approach.
As social media has evolved and matured, consumers’ thirst and expectation for original, authentic content have increased exponentially… and the world’s biggest brands are not excused.
Coca-Cola is one such brand that has managed to navigate its way through this age of social media enlightenment within FMCG.
Coca-Cola has used various tactics to ensure it has maintained a healthy presence on social media and in this piece, I’m going to look at three ways it keeps itself front of mind for consumers.
Consumers as creatives (UGC)
Coke launched #RefreshtheFeed in November 2018, by giving its social media accounts a complete factory reset.
We’re celebrating #WorldKindnessDay by spreading a little love and positivity. ❤️️ #RefreshTheFeed pic.twitter.com/aneTjuLOQg
— Coca-Cola (@CocaCola) November 13, 2018
The revamp marked the launch of the brand’s new social strategy “rooted in optimism, uplift and connection.” and was conceived to celebrate World Kindness Day (observed annually on November 13th).
Coca-Cola went dark on its Facebook, Instagram and Twitter accounts on November 12th, only to re-emerge on World Kindness Day 2018; sharing nearly 100 original images, with help from four popular street artists who embrace the brand’s core values.
Following on from its success in 2018, Coca-Cola ran a similar organic social campaign for World Kindness Day 2019, called #KindnessStartsWith.
The brand partnered with artists on Instagram to create original Coke-inspired images, all responding to kindness.
Coca-Cola tagged the artists where possible, conveying a feeling of community and harking back to the campaign’s original purpose of prioritising optimism, uplift and connection on social.
Another campaign using similar tactics, but engaging consumers rather than artists, was the brand’s Share a Coke campaign, which involved Coca-Cola replacing the logo on the bottles of its Coke products with popular names.
In early 2013 Coca-Cola released the first 150 names in the UK. The company also sent some to celebrities and let the public find them for themselves in store, with the aim of them sharing their own personalised Coke bottle on social media.
The campaign was a social media success and within six months of its launch, Coca-Cola reported 330 million impressions on Twitter, with nearly 170,000 tweets from 160,000 fans.
#shareacoke with Wu ???????????? pic.twitter.com/MMM7VYKkdW
— Jasmine???? (@JASMINEZENG0221) November 25, 2019
The Share a Coke campaign is always on, with Coke expanding on the number of names, expanding to different countries and experimenting with interactive packaging in the years since.
Takeovers
Coca-Cola worked with Stranger things to promote the third season of the popular ’80s-themed Netflix Original TV series’ with a takeover style approach to its social media – including the introduction (or reintroduction) of New Coke.
So excited to finally try my @Stranger_Things “New Coke” pic.twitter.com/YIJ797596j
— M@xwell ✈️ NYC (@mxwllbrbnll) June 15, 2019
For those not old enough to remember (myself included), New Coke was a sweeter version of Coca-Cola with improved taste, originally rolled out in the US, in 1985, as a response to the dwindling sales of the original product.
New Coke was one of Coke’s most unsuccessful product launches, with clamour for a return to the original recipe impossible to ignore. But with Stranger Things’ third season set in the summer of 1985 both Coca-Cola and Netflix recognised the authenticity the beverage could bring to the programme (through product placement) and Coca-Cola’s online and offline promotion.
Recognising the power of nostalgia in marketing and by homing in on the fanfare and buzz surrounding Stranger Things, Coca-Cola gave its social media an ’80s makeover through Stranger Things-inspired posts ahead of the new season.
In addition to the organic and paid social media activity, Coca-Cola and Netflix teamed up for some experiential marketing by launching a Stranger Things-themed pop-up arcade in London, presenting an opportunity for fans to feel apart of the launch and create some additional UGC (user-generated content) for Coca-Cola.
After an incredible ending to season 3 of @Stranger_Things @NetflixUK, I attended the brilliant @CocaCola #StrangerThingsArcade #CocaCola #PopUp #London Great to play some #classic #games, find the #UpsideDown and love the limited edition coke cans and palace arcade themed shirt! pic.twitter.com/5CTf4M7Dlz
— Brad Miller (@BradBMiller1) July 12, 2019
Stranger Things fans were transported back to Hawkins (the fictional setting for show) to experience its famous arcade and play original video games featured in the series.
In addition to the earned and owned social media coverage, the campaign was successful financially too. Coke beat its second-quarter earnings estimates and boosted its full-year 2019 revenue forecast, with some of that success attributed to the Stranger Things takeover.
This multi-pronged approach is like other takeovers the company has rolled out in the past. Take #ThatsGold, for example. https://www.youtube.com/embed/dgN-MZWaskY?feature=oembed
To celebrate the 2016 Olympic Games in Rio, Coca Cola Brazil launched the #ThatsGold campaign, which was designed to celebrate the feeling that comes with accomplishing something great.
thanks for @cocacola for having us down in rio! what a week, good game @nalbert12 #thatsgold ???????????? xox pic.twitter.com/g6PbYkJtve
— Alli Simpson (@allisimpson) April 12, 2016
Coke used experiential marketing for #ThatsGold, with the Olympic Park in Rio hosting Coca–Cola’s dedicated space.
Anyone visiting the activation could have their photos taken with Coca-Cola props, merchandise and memorabilia, with the resulting photos creating some great UGC for the company.
Notably, Coca-Cola also took advantage of new features on Facebook, Messenger and Instagram Stories by allowing visitors to its ‘Gold Room’ to create 360-degree images of themselves to share on the social media platforms. In addition, influencers were encouraged to share content on (the then new) Instagram Stories.
Christmas
Kris Robben’s, Marketing Director at Coca-Cola Great Britain and Ireland, commented: “This year, we’ve taken the iconic and much-loved campaign and made it the biggest yet by bringing back the elements people love and adding new partnerships, activity and special moments to bring it to life in even more ways that we hope our existing fans and new ones will love.”
Coke arguably has the most famous Christmas TV ad of all-time, with its ‘Holidays are Coming’ advert from 1995 and, much like with the Stranger Things campaign, it harnesses the power of nostalgia by recreating the original ad.
Coca-Cola will be sending its famous truck on a tour to visit several UK Towns and Cities for Christmassy pop-ups, where consumers will be able to sample its limited-edition Coca-Cola zero sugar Cinnamon.
Someone that works @CocaCola told me the lit up Christmas trucks ???? are expected to make a comeback in T&T this year so look out for them!???? pic.twitter.com/RbQLA0Zo71
— Haydn Dunn (@HaydnDunn) November 24, 2019
Coca-Cola also partnered with homeless charity Crisis, with 10p donated for every Coke zero sugar Cinammon can sampled and recycled, throughout the truck tour.
In addition to the ad and tour, Coke has worked with SnapChat to create its own ‘Coca-Cola Christmas lens’ and worked with Waze to give drivers using the navigation app a Santa Claus voice assistant option.
Conclusion
For big FMCGs, approaches to social have morphed from being heavily product-based to more nuanced and varied and Coca-Cola has recognised this shift towards content and experiences to push its brand in a less celebrity-led approach than its major competitor, Pepsi.
Coca-Cola employs a successful combination of enabling its consumers to produce original user-generated content, tactically working on takeover-style activations, and capitalising on emotions such as nostalgia.
coca-cola social responsibility
One of the biggest multinational companies in the world is Coca-Cola. However, companies like them are also the biggest contributors to the world’s carbon footprint and plastic waste. In their 2019 sustainability report, the carbon footprint of its business operations was reduced by 24% since 2010. This is Coca-Cola’s way of answering to their corporate social responsibility to give back to society.
✏️ Coca-Cola’s Accountability to Society
The Coca-Cola Company is a well-known beverage company, and their most popular drink is Coke, a carbonated soft drink. The company already faced a lot of disapproval concerning the harmful health effects of this drink that contains high amounts of sugar that can lead to obesity, among other health issues. As a beverage company, it also must be water neutral or reduce the effects of its water footprints.
What’s Social Responsibility?
Social responsibility refers to the commitment of individuals or companies to act in a manner that benefits the local communities where the business operates. Its concept is becoming recognized and increasingly crucial for society as the impact of environmental issues has become grave over the years.
Corporate Social Responsibility (CSR)
Combining the environmental and social concerns with the planning and operation of a company is what CSR is all about. Different marketing research and case studies have stated that both consumers and investors are more likely to patronize products from a company that promotes social causes they believe in. CSR programs are created by different companies to both increase their revenues and encourage sustainable development.
“Green” Policies
Also called environmental policies, these strategies are the ones companies consider to minimize any environmental damage to their operations. Here are some examples:
Energy Use
Another worldwide concern is energy usage. To help conserve energy, companies can put up signage to remind employees to turn off unneeded lights. Reducing energy use will help the company save money and reduce pollution caused by non-renewable energy sources.
Water Stewardship
In short terms, water stewardship is using water responsibly in a way that’s most beneficial to both humans and the environment. Ranked as fifth in global risk, the water crisis is a looming catastrophe waiting to happen. This is why those who use it the most must find ways to promote water use and sustainability.
Installing an efficient flushing system or fixing any dripping taps and pipes can help a company reduce water usage. Reducing water use will also conserve the energy required to process it.
Minimizing Waste and Practice Recycling
Large companies create a lot of waste, and recycling is the key to help the environment. Promoting recycling will save resources and send less waste to landfills to help reduce air and water pollution.
Encouraging environmental issues awareness is important to the success of green policies. Seriously instilling these policies provides opportunities for companies to prove how environmentally mindful they are.
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Example of Social Responsibility in Companies
Volunteer Charity and Donations
It’s becoming a well-known company culture to give employees a day off annually to participate in volunteering projects about the environment, such as global warming or climate change. They also donate portions of their revenue to different charitable organizations.
Changes in Company’s Policy for Sustainability
A tree-planting event is one of the famous environmentally friendly events that a company can hold. On the other hand, they can implement changes in their systems’ programming language to efficiently go through new and old procedures. This topic is common for programming writing assignments. Other ways are to minimize paper waste, change to energy-saving bulbs, organize trash into recycling bins, and many other projects and events to improve the environment.
Improvement of Labor Policies
To exercise fundamental human rights by boosting the energy and morale of the employees, companies usually venture on giving paid leaves, unlimited vacation time to improve their working conditions and well-being.
Why Does a Company Need CSR?
CSR Programs will attract and retain consumers and investors who play an important role in the company’s long-term success. It helps to grow positive brand recognition, boost consumer loyalty, and attract high-quality employees.
💡 What Is the Coca-Cola Company’s Social Responsibility?
Effectively including their CSR in their accounting (which Studybay also helps you to write about), here are what the company did over the years:
In 1953, the Coca-Cola company established an anti-litter organization.
In 1969, the company started to analyze the environmental impact of its products.
In 1991, they started using recyclable materials to make plant bottles and eventually shifted entirely to recycle materials.
Other companies have been benchmarking Coca-Cola to follow in their footsteps.
Waste Reduction
Based on the 2019 CSR report of Coca-Cola, they hope to make all of their packing materials recyclable by 2025. As of 2019, around 88% of their packaging is already recyclable. They have also promised the reduction of raw materials to reduce their products’ ecological footprint.
Water Replenishment
Drinking water resources are getting more and more limited. One of Coca-Cola’s issues right now is their enormous freshwater usage since they’re in the beverage industry. They’ve been looking for ways to fix the issue and have replenished about 160% of the waters they’ve used.
Carbon Footprint Reduction
Carbon footprint is the quantity of carbon dioxide released into the atmosphere by the companies’ operations. In 2013, Coca-Cola started to cut down its greenhouse gas emissions. This company’s initiative significantly impacts the environment, wildlife, economic losses, and human health. If you need help dealing with the scientific element of your assignment, we’re also at your service.
Minimized Packaging
One of the biggest criticisms Coca-Cola has faced is its plastic bottle packaging. They solved this problem by using refillable bottles and water dispensers.
How Does Coca-Cola’s Social Responsibility Work?
Coca-Cola and Local Communities
Although Coca-Cola is a large company, they also focus on making a positive difference in the local communities they operate by working with local partners and supporting their employees’ active involvement. They have been using local partnerships and provide work-related learning and mentorships with their education centers.
The company is also promoting a culture of well-being with empowerment and encouraging the people to live positively. They are aiming for world-class health and safety standards and a zero accident workplace.
Coca-Cola and Environment Sustainability
Most of the company’s products depend on the environment. That’s why they are very active when it comes to the protection of the environment. They have a range of partnerships to protect and enhance the environment by recycling, water efficiency, reducing carbon emissions, and cleaning up litter.
Coca-Cola also emphasized that all of their employees must make time to volunteer in their community because it’s the right thing to do. They have also planned to contribute a percentage of their profit to charities and community causes. This CSR program of Coca-Cola will help the employees enhance their skills and gain more experiences while building a better future for the next generations.
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How Does Coca-Cola’s Social Responsibility Help Its Company?
Coca-Cola’s CSR program helps the company in many ways. Letting the investors, consumers, and employees know about the contributions they are making for the world to be a good place is one method that they use to draw attention and make them stay loyal.
Nowadays, the CSR program is relevant due to the dominance of social media networks. Companies like Coca-Cola make advertisements to promote the advocacies of the company and to lure more consumers in.
One of the strategic social investments that the company has come up with is the five different stages of the value chain. They identify the critical success for sustainability and increase the product’s sales for the duration of the program.
Producers
The company has initiated the Project Nurture in Kenya and Uganda. This initiative aimed to bring 50,000 mangoes and passionfruit farmers into the value chain. It consists of the gain cost and secure supply of regional juice business with growth target. The company expects to invest more for the next three to five years since the Minute Maid Mango is very profitable.
Distributors
With the Kwanza Micro Center Model in Tanzania, Coca-Cola built 170 independent small-scale distributors that helped the company distribute its products in the congested urban areas to small-scale outlets.
Retailers
With its bottling partner Coca-Cola FEMSA Philippines, Coca-Cola Philippines has initiated the STAR program, which empowers 1,000 women who are into a small-scale retailer to grow their business. The company observed this program, and the sales have increased through the development of a long-term relationship.
Recyclers
The 500 recycling cooperatives in Brazil have helped Coca-Cola to recycle. Through this, the company profited and helped it reduce the cost and increase recycled bottles’ security supply.
Artisans
Coca-Cola has also helped to build the self-esteem of 100 coops of artisans through their designs. This helped the company to generate the supply of unique Coca-Cola-themed products for promotional uses.
🎤 Is Coca-Cola’s CSR Fitting to Their Company?
The current objective of the company is to save time, money, and human resources. To achieve these goals, the company has designed an efficient business system:
To transmit resources to drive profit
To create a competitive cost advantage on the entire supply chain
To build continuous improvement
To minimize the company’s use of energy
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What Should Coca-Cola Do to Improve Its CSR?
Coca-Cola is a globally known company, and it’s clear that it has to execute management routines simultaneously all over the world. Therefore, the utilization of employees and environmental damages are unimaginable.
Implementing CSR programs for environmental safety and other charitable programs that help society is one step to mitigating these damages. Nonetheless, there is always room for more improvements in employee relations and environmental issues. This is why Coca-Cola should continuously find initiatives to help in the betterment of society.
📚 Conclusion
Coca-Cola’s CSR Program has helped them increase their revenue and brand image, keeping their stakeholders satisfied with the company’s production.
Companies like Coca-Cola that give importance to not only profits but also how to improve society and the environment takes the attention of consumers, investors, employees, NGOs, and the government, putting these issues on center stage.
Conclusion
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