In the modern world, many people have access to social media platforms. A large number of people provide a significant opportunity for various companies to utilize social media in making advertisements. Modern companies are using social media platforms to market their brand, making them more prevalent among people in different geographical locations. This paper will analyze the coca-cola #ShareACoke campaign. The reasoning for choosing this hashtag is the significant milestone that the campaign has achieved since its origin in Australia. The hashtag campaign was developed to encourage an increase in sales during the summer in Australia (Vincent & Kolade, 2019) . Besides increasing the sales, the other objective was to keep the coca-cola customers engaged by communicating with them. The campaign started in Australia and has since then spread too many countries in the world.
The campaign's purpose was to encourage people gathering together to share happiness by enjoying a coca-cola drink branded their names. Initially, the campaign targeted young people who loved taking coca-cola and encouraged them to share it due to the coca-cola company's iconic nature. The campaign encouraged people to find coke bottles, which were branded names that were personal to them. After getting a bottle with a name pleasing and personal to them, people could share the coke bottle with their friends and family (Vincent & Kolade, 2019) . The campaign has become very successful and important in the modern world. The campaign allows people to interact on various social media platforms and share their lifetime personal experiences.
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During the first year of the #ShareACoke campaign, the coca-cola company's consumers could share over 500,000 photos, and coca-cola gained more than 25 million new followers on the social media channels. The campaign has encouraged interaction of people worldwide regardless of race, gender, religion, or any other basis. As the campaign spread from Australia to the United States, the coca-cola company increased the range of names branded on the bottles from 250 to 1000. The campaign promoted the music industry by adding song lyrics to brands. Consumers could now share a coke besides having their names being represented. The campaign advanced in 2017 to allow consumers to enjoy listening to short jingles that incorporated their names (McDarby et al., 2018) . I remain connected to this hashtag currently. When meeting with friends and family, sharing a coke drink has remained a priority. Through the representation of names is unavailable, the campaign developed a culture that, when people are together, they share a drink, most probably a coca-cola drink. In the future, I expect to play an active role in the campaign. Sharing images of coca-cola bottles with my name representation has remained an interesting experience hoping to participate in the campaign again in the future.
The campaign has a bright future in increasing people's interaction in the social media platforms and the globe at large, overcoming geographical barriers to achieve massive outcomes. The campaigns have a significant impact on people’s thoughts and attitudes. The coca-cola company has emerged in people's thoughts as a company that encourages consumer’s unity (McDarby et al., 2018) . Through a close connection with the people, the company is perceived to be among the companies leading in heeding to the consumer base's needs and wants by offering excellent customer experience.
Despite the success achieved by the #ShareACoke campaign strategy and other hashtag campaigns, the campaigns have been criticized for several reasons. The hashtags are a threat to the privacy of the company’s social media profiles. Very long hashtag campaigns prove ineffective in their pursuit. Instead of generating positive energy, some campaigns turn against the companies and generate negative energy resulting in losses. There is a need to test hashtags before marketing the campaign.
Reference
Vincent, E., & Kolade, A. (2019). Persuasive Communication: Semiotic Analysis of “Share-a-coke” Advertising Campaign. World Journal of Innovative Research (WJIR) ISSN , 2454-8236.
McDarby, F., O'Hora, D., O'shea, D., & Byrne, M. (2018). Taking the sweetness out of the ‘Share a Coke’marketing campaign: the influence of personalized labelling on elementary school children's bottled drink choices. Pediatric obesity , 13 (1), 63-69.
