Coca-Cola is a popular beverage in the United States that knows how to keep the interest of consumers with their recently powerful marketing campaign in the social media world, #MakeItHappy. The Make It Happy social media campaign is such a great campaign for the world to know. Coca-Cola’s goal is to help make the internet a better place for society to interact on. The bullying and rude comments can ruin a day for anyone. Therefore, Coke has taken it upon themselves to Make It Happy!
In this campaign, Coke uses Facebook and Twitter for their platform. The new kick for their campaign is to snap a picture of you smiling while creating a hashtag with your fingers. It is Coke’s way of getting consumers to sign the Smile Petition to stop the negativity displayed on the internet. The first image showcases steps to happiness on Coke’s website (us.coca-cola.com/happiness/how-to-be-happy/). So not only are they interacting on their social media platforms, but they are also making it available for their consumers to learn steps to reach happiness in their lives.
According to Vanessa Lyle’s research (www.slideshare.net/vanessalyle19/coca-cola-marketing-plan-7698518), Coke’s consumer target market are individuals of all nations who have a thirst for a high-quality beverage from a trustworthy brand that truly cares about small communities and saving the environment. I could not agree any more with the research she had found. Their new campaign is a testament to that research because their #MakeItHappy campaign shows that Coca-Cola cares about their consumers, all over the world.
With their strategy of making the internet a better place, it is easier for their consumers to engage with the campaign. Consumers are able to snap photos and make it visible to the company and the world that they are jumping on board to make the internet a safer and happier place for everyone. Along with their social media platforms, they also use television to help promote the campaign. They have inspiring television advertisements that they showcased during Super Bowl XLIX, as well as traditional television spots.
This is a great campaign, but I believe it is going to be hard to achieve no more negativity on social media and the internet. Yes, individuals can sign a “petition” to stop the negativity but it is something that our world will always have. There are always going to be those people who have to put down others. Coming from my experiences of negativity growing up, I am glad that the company is showcasing this strategy. It is definitely a great stride to help bring happiness to those who have certain people in their lives that try to tear them down instead of building them up. So way to go Coca-Cola!
Jennifer Myers 