Creative Advertising Campaigns of Coca-Cola

Creative Advertising Campaigns of Coca-Cola
One of the most creative uses of digital tools I have seen in an advertising campaign is the social media marketing tool used by Coca-Cola. Coca-Cola used user-generated content in its campaign dabbed “Share a Coke," which had a broad global reach. Coca-Cola printed people's names on Coke bottles, and many people who bought Coke with their names on its shared pictures of those bottles on social media (Coca-Cola, 2016). Using user-generated content in advertising is powerful because it has a persuasive intent that other forms of advertisement might lack (Mayrhofer et al., 2020).
I think one of the things that make ads go viral is their appeal to the target audience. As Belanche et al. (2019) reveal, when advertisers identify their target audience, they can make effective ads. For instance, ads are more likely to go viral among millennials if they are posted on Instagram Stories than when posted on Facebook Wall. I also think that the average users make content go viral rather than influencers. Users will see a post and share it with their peers. However, influencers also play an instrumental role in making content...