Most Koreans are not used to expressing their feelings.

So Coca Cola decided to implement the Share a Coke Campaign, localized for Korea.

Under the slogan, “Express your feelings with Coca-Cola,” Coca-Cola labels with various messages divided into subject and predicate parts were developed so that people could express themselves in a fun way. By doing this, we wanted people to feel happier.

The campaign was announced through various channels including TV ads, bus shelter, digital OOH, viral content, and SNS promotions. It created an opportunity for Coca-Cola to be a love mark to Korean in their 20s once again.

The campaign’s TV ad showed the members of the popular TV show Unlimited Challenge sharing Coca-Cola bottles with the special Share a Coke messages.

Limited edition Share a Coke bottles were sent to celebrities and the campaign spread as they shared their Share a Coke experience on Twitter and Facebook.

In particular, the Campaign received public spotlight when Share a Coke message cheering for Kim Yuna, Korea’s figure skating star, was shared on Facebook during the Sochi Winter Olympics.

The campaign was also promoted via magazines, blogs, event webpage. Share a Coke ad on bus and taxi shelters received special attention because the copy was written by Ha Sang Wook, a famous SNS poet.

Later, a large digital vending machine was set up at a plaza so that people could instantly create their own Share a Coke messages on site.

The campaign was very successful.

Compared to the previous year, Coca-Cola’s total volume increased by 7.7% while the brand’s package volume and volume share grew by 2.0% and by 3.5%, respectively.

In the most preferred brand of the non alcoholic ready-to-drink category, Coca-Cola grew by more than 1.0% and the number of people consuming Coke more than once a week grew by over 5%.

In addition, consumer engagement and total buzz also recorded a significant growth that is 60% above the targeted level.

Based on these results, Share a Coke can be regarded as a successful campaign that strengthened both sales and customer loyalty.