Share a real moment with Coca-Cola is how the company invites its consumers to put away their mobile devices and share with their loved ones a moment of happiness and togetherness. The film “Coca-Cola Social Media Guard” was posted on YouTube on February 19 by Coca-Cola Middle East, and it spread viral through the Internet. Since its beginning, the film has been watched by over three million people around the world. However, as all good campaigns there are people who react positive, negative or neutral. In order to analyze the impact in the social media channels, YouTube and Twitter have been chosen.
On one hand, according to YouTube reports, from its launching date to February 26, date which this report was developed, there were 20 406 people who liked it, and 1 537 who did not liked it. To measure the intensity of the sentimentalism of the video through coding hang information, it was necessary to determine a sample, and a length of time. The sample chosen involved 40 comments in YouTube analyzed from 10am to 1pm. The results were that sixty three percent of the comments reviewed mention the brightness of the video. Comments such as “it is exceptionally brilliant,” “love it,” “Muito boom” (very good), “Si esto es real” (Yes, this is real), supported the positive sentiment towards the video. Nevertheless, comments such as “estupido” (stupid), “malo” (bad) comprehend the seventeen percent of the negative sentiment that viewers had towards the video. It is important to mention that in this seventeen percent, comments related to the decision about closing facilities in Fuenlabrada, Mallorca, Asturias and Alicante affected the sentiment of the consumers.
On the other hand, Twitter, with #SocialMediaGuard, reported on February 26 that 59 percent of the tweets (percentage obtained by coding hang method) are positive. Terms such as “genius,” “brilliant,” “fun”were some of the examples about how customers feel about the brand and the new device which is called “The cone of Shame.” According to TOPSY (analytic tool used to develop the current report),on February 27 Twitter showed 872 tweets since the date the video was launched. From the total population of the tweets found by TOPSY a positive sentiment indicated 55 points. Tweets such as “Well done”, “Loving #Coca-Cola’s #SocialMediaGuard,” “Awesome Social Media Guard” support the positive sentiment about the video. Socialmention mentions in its free analytic tool that the strength (how strong is the brand is mention on social media) shows a 36 percent.
Overall the sentiment toward this new viral is positive; however there are some negative tweets and comments found on these two social media networks that could be bring some level of awareness to the brand. For instance, as mentioned before, some of the comments found on Youtube were related to the decision of closing some facilities in Spain. As a result, these types of comments may bring some dissatisfaction and angriness to Coca-Cola. As a recommendation, it is important to pay attention and interact with those people because this interaction might improve the image of the brand, transforming those consumers in influencers that will talk better about the brand.
To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference are the purposes of the brand. As a result, the company along with the new video has reinforced its purpose. First of all, the video has brought a refreshing concept of face-to-face is outdated. For instance, “The Cone of Shame” has been introduced as a fresh breeze in this new mobile era. Moreover, “Coca-Cola Social Media Guard” shows consumers how putting away their mobile devices can bring happiness, optimism and togetherness. Lastly, “The Core of Shame” shows consumers the valuable of sharing moments with their loved ones. The dynamic storytelling model that Coca-Cola uses to disperse systematically its information and campaigns among every culture makes the company the owner of excellence content as shown videos like this. Tolga Cebe, region manager, Coca-Cola Middle East, stayed in The Coca-Cola Journey website that they have been pleasantly surprised by the results, which revel a strong and positive sentiment from around the world and, ironically, highlight the global power of social media.