Deliverable 3 – Analysis of Marketing Campaigns
Assignment Content
- Competency
Compare and contrast new social media marketing trends with more traditional forms of advertising. Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane. Instructions
We have been looking at successful ad campaigns using social media. Let’s apply this directly and see how this compares with older methods of advertising.
Choose a recent social media campaign, possibly one you interacted with. Below are some possible examples:- ALS #IceBucketChallenge
- Always #LikeAGirl
- Coca-Cola #ShareaCoke
- IKEA bookbook video
- McDonald’s Super Bowl 2015
- Taco Bell #OnlyInTheApp
- Virgin America Boo videos
- Then consider an older commercial, before social media was (as big) an influence. You can look at famous ads on Youtube.In a minimum of 3 pages, please do the following:
- Provide an introduction with a summary of the ads you have chosen, and an explanation of what the stated intent behind the ad is.
- From there, look at what the ad actually says (like a beer ad might actually be demonstrating that women are sex objects).
- Describe how social media plays into the intent and the actual message. What’s different between the two you chose?
- What made the ads successful (or not successful)?
- What ideas and opinions do you have about the product or brand after reviewing the ads?
- What can we learn about how businesses use Twitter, Facebook, Linked In, etc. to communicate, network, broaden their customer base, and promote their products/services?
- Summarize your analysis.
Expert Solution Preview
Introduction:
In today’s digital age, social media advertising has become increasingly popular, causing people to compare and contrast this new trend with more traditional forms of advertising. This assignment focuses on analyzing the marketing campaigns of two different periods, one being before social media became popular, and the other being a recent social media campaign.
The two campaigns being analyzed in this assignment are the Coca-Cola #ShareaCoke campaign and the Pepsi “Cola Wars” commercials. The intent behind the Coca-Cola campaign was to encourage customers to share their love for the brand, while Pepsi’s intent was to create a rivalry between them and Coca-Cola.
Comparison between the two Campaigns:
The Coca-Cola #ShareaCoke campaign made use of social media by asking customers to personalize their cans with their name, as well as the use of hashtags to encourage sharing and engagement on social media. Meanwhile, the Pepsi commercials relied on television ads and print media, broadcasting it to audiences through these traditional methods.
The approach used in the Pepsi commercials was more aggressive, using a rivalry to create a strong customer base. In contrast, Coca-Cola’s campaign created an emotional bond between customers and the brand, making customers feel more associated with the brand.
Success of the Campaigns:
The Coca-Cola #ShareaCoke campaign was very successful due to the emotional connection it created with customers, as well as the use of personalization. The campaign saw the brand’s largest growth in sales in a decade. On the other hand, the Pepsi commercials were not as successful, and the rivalry the campaign created did not result in an increase in sales.
Opinions and Ideas:
After analyzing the ads, it is clear that the Coca-Cola #ShareaCoke campaign was successful due to the campaign’s emotional connection with customers, which is something that traditional forms of advertising would not have been able to create as effectively. The Pepsi commercials, however, had an outdated approach that failed to connect with customers.
Learning Outcomes:
The use of social media has made advertising more interactive and personalized, creating an emotional connection between customers and brands. Businesses can learn from successful social media campaigns to better understand how they can use Twitter, Facebook, LinkedIn, and other platforms to create and broaden their customer base, communicate with customers, and promote their products or services.
Conclusion:
In conclusion, the Coca-Cola #ShareaCoke campaign and the Pepsi “Cola Wars” commercials are two examples of successful and unsuccessful marketing campaign strategies. It is evident that social media creates a new way of interacting with customers, thereby creating a personal connection with them, while traditional advertising relies on providing information to customers. Overall, the success of an advertisement campaign relies on how effectively it communicates with customers.
