{"id":6727,"date":"2019-07-10T18:44:52","date_gmt":"2019-07-10T11:44:52","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6727"},"modified":"2020-12-16T17:15:05","modified_gmt":"2020-12-16T10:15:05","slug":"3-chien-dich-marketing-noi-tieng-coca-cola","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/3-chien-dich-marketing-noi-tieng-coca-cola\/","title":{"rendered":"Case study: 3 chi\u1ebfn d\u1ecbch marketing n\u1ed5i ti\u1ebfng c\u1ee7a Coca-Cola"},"content":{"rendered":"

Th\u01b0\u01a1ng hi\u1ec7u c\u1ed5 \u0111i\u1ec3n n\u00e0y \u0111\u00e3 nh\u1eafc nh\u1edf ch\u00fang ta v\u1ec1 N\u01b0\u1edbc u\u1ed1ng Coca-Cola, t\u1eeb n\u0103m 1886 v\u00e0 hi\u1ec7n \u0111ang khuy\u1ebfn kh\u00edch h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi tr\u00ean th\u1ebf gi\u1edbi \u0111\u1ebfn v\u1edbi\u00a0Open Happiness ra m\u1ed7i ng\u00e0y.\u00a0M\u1ed9t \u0111i\u1ec1u v\u1eabn kh\u00f4ng thay \u0111\u1ed5i trong su\u1ed1t l\u1ecbch s\u1eed c\u1ee7a Coke l\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch marketing lu\u00f4n s\u00e1ng t\u1ea1o v\u00e0 g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c nhi\u1ec1u gi\u1ea3i th\u01b0\u1edfng.\u00a0L\u1ecbch s\u1eed qu\u1ea3ng c\u00e1o c\u1ee7a Coca-Cola ch\u1ee9a \u0111\u1ea7y c\u00e1c chi\u1ebfn d\u1ecbch marketing n\u1ed5i ti\u1ebfng \u0111\u01b0\u1ee3c x\u1ebfp h\u1ea1ng trong s\u1ed1 nh\u1eefng chi\u1ebfn d\u1ecbch marketing hi\u1ec7u qu\u1ea3 nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi.<\/p>\n

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  1. \n

    Chi\u1ebfn d\u1ecbch \u201cShare A Coke\u201d<\/strong><\/h1>\n<\/li>\n<\/ol>\n

    Th\u00e1ng 6 n\u0103m 2014, Coke \u0111\u00e3 ph\u00e1t \u0111\u1ed9ng chi\u1ebfn d\u1ecbch tr\u00ean Facebook Share A Coke c\u1ee7a h\u1ecd t\u1ea1i M\u1ef9, s\u1eed d\u1ee5ng 250 t\u00ean tu\u1ed5i h\u00e0ng n\u0103m ph\u1ed5 bi\u1ebfn nh\u1ea5t c\u1ee7a Hoa K\u1ef3 \u0111\u1ec3 marketing s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e1 nh\u00e2n.<\/p>\n

    Chi\u1ebfn d\u1ecbch d\u01b0\u1eddng nh\u01b0 l\u00e0 m\u1ed9t th\u00e0nh c\u00f4ng l\u1edbn v\u1edbi kh\u00e1n gi\u1ea3 M\u1ef9, \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 thu h\u00fat \u0111\u00e1ng k\u1ec3 trong kho\u1ea3ng th\u1eddi gian ng\u1eafn.<\/p>\n

    Theo T\u1ea1p ch\u00ed Ph\u1ed1 Wall\u00a0, h\u01a1n 125.000 b\u00e0i \u0111\u0103ng tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u00e3 tham chi\u1ebfu chi\u1ebfn d\u1ecbch Share A Coke, t\u1eeb th\u00e1ng 6 \u0111\u1ebfn th\u00e1ng 7 n\u0103m 2014 v\u00e0 12% c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n tr\u1ef1c tuy\u1ebfn v\u1ec1 Coca-Cola trong th\u1eddi gian \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c quy cho chi\u1ebfn d\u1ecbch.\u00a0H\u01a1n n\u1eefa, h\u01a1n 353.000 chai coca \u1ea3o \u0111\u00e3 \u0111\u01b0\u1ee3c chia s\u1ebb th\u00f4ng qua trang web d\u00e0nh ri\u00eang cho chi\u1ebfn d\u1ecbch Share A Coke.<\/p>\n

    Ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 th\u1ea5y s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch n\u00e0y khi ch\u00fang ta xem d\u1eef li\u1ec7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Coca-Cola trong Google Trend.<\/p>\n

    Sau khi \u0111\u01b0\u1ee3c tung ra \u1edf M\u1ef9, chi\u1ebfn d\u1ecbch \u0111\u00e3 thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd ng\u00e0y c\u00e0ng t\u0103ng.\u00a0Thu\u1eadt ng\u1eef t\u00ecm ki\u1ebfm Share A Coke \u0111\u00e3 th\u1ea5y s\u1ef1 gia t\u0103ng \u0111\u00e1ng k\u1ec3 c\u00e1c t\u00ecm ki\u1ebfm Google c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Hoa K\u1ef3 trong kho\u1ea3ng th\u1eddi gian ng\u1eafn ba th\u00e1ng t\u1eeb th\u00e1ng S\u00e1u \u0111\u1ebfn th\u00e1ng T\u00e1m.<\/p>\n

    Tuy nhi\u00ean, th\u1eadm ch\u00ed nhi\u1ec1u d\u1ea5u hi\u1ec7u cho th\u1ea5y th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch l\u00e0 th\u1ef1c t\u1ebf l\u00e0 n\u00f3 d\u01b0\u1eddng nh\u01b0 c\u0169ng t\u0103ng \u0111\u1ed9t bi\u1ebfn c\u00e1c t\u00ecm ki\u1ebfm c\u1ee7a Google cho c\u00e1c c\u1ee5m t\u1eeb nh\u01b0 Tweets Coke v\u00e0 Coca Cola trong v\u00f2ng ba th\u00e1ng – m\u1ed9t d\u1ea5u hi\u1ec7u m\u1ea1nh m\u1ebd c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3.<\/p>\n

    \"Share-A-Coke-\"<\/a><\/p>\n

    Khi ch\u00fang ta xem x\u00e9t c\u00e1c thu\u1eadt ng\u1eef t\u00ecm ki\u1ebfm kh\u00e1c m\u00e0 m\u1ecdi ng\u01b0\u1eddi \u0111\u00e3 s\u1eed d\u1ee5ng \u0111\u1ec3 t\u00ecm ki\u1ebfm chi\u1ebfn d\u1ecbch Share A Coke, ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 th\u1ea5y t\u00e1c \u0111\u1ed9ng c\u1ee7a chi\u1ebfn d\u1ecbch th\u00f4ng qua s\u1ef1 xu\u1ea5t hi\u1ec7n b\u1ea5t ng\u1edd c\u1ee7a c\u00e1c thu\u1eadt ng\u1eef nh\u01b0 \u201cCoke Name\u201d v\u00e0 \u201c Coke with name\u201d.<\/p>\n

    D\u1eef li\u1ec7u n\u00e0y cho ch\u00fang ta bi\u1ebft r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 xem chi\u1ebfn d\u1ecbch, nh\u01b0ng c\u00f3 th\u1ec3 kh\u00f4ng bi\u1ebft ch\u00ednh x\u00e1c n\u00f3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 g\u00ec, \u0111ang t\u00edch c\u1ef1c t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 chi\u1ebfn d\u1ecbch Share A Coke.\u00a0S\u1ef1 s\u1eb5n l\u00f2ng c\u1ee7a h\u1ecd \u0111\u1ec3 t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 chi\u1ebfn d\u1ecbch l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 t\u1ed1t v\u1ec1 kh\u1ea3 n\u0103ng t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd trong t\u01b0\u01a1ng lai.<\/p>\n

    Chia s\u1ebb tr\u00ean to\u00e0n th\u1ebf gi\u1edbi<\/strong><\/p>\n

    <\/p>\n

    T\u1ea5t nhi\u00ean, chi\u1ebfn d\u1ecbch Share A Coke \u0111\u00e3 kh\u00f4ng ch\u1ec9 di\u1ec5n ra \u0111\u1ed9c quy\u1ec1n t\u1ea1i M\u1ef9<\/p>\n

    Chi\u1ebfn d\u1ecbch n\u00e0y, m\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o n\u1ed5i ti\u1ebfng nh\u1ea5t trong l\u1ecbch s\u1eed g\u1ea7n \u0111\u00e2y, b\u1eaft \u0111\u1ea7u v\u00e0o cu\u1ed1i n\u0103m 2011 t\u1ea1i \u00dac v\u00e0 New Zealand, th\u00e0nh c\u00f4ng \u0111\u00e3 thuy\u1ebft ph\u1ee5c th\u01b0\u01a1ng hi\u1ec7u r\u1eb1ng qu\u1ea3ng c\u00e1o \u0111\u00e1ng \u0111\u01b0\u1ee3c nh\u00e2n r\u1ed9ng \u1edf c\u00e1c n\u01a1i kh\u00e1c tr\u00ean th\u1ebf gi\u1edbi.<\/p>\n

    Trong th\u1eddi gian d\u00f9ng th\u1eed t\u1ea1i \u00dac, \u0111\u00e3 c\u00f3 s\u1ef1 gia t\u0103ng 7% l\u01b0\u1ee3ng ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m Coca-Cola c\u1ee7a thanh thi\u1ebfu ni\u00ean t\u1ea1i \u00dac v\u00e0\u00a0chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u00e3 ki\u1ebfm \u0111\u01b0\u1ee3c h\u01a1n 18 tri\u1ec7u l\u01b0\u1ee3t hi\u1ec3n th\u1ecb qua ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i\u00a0.\u00a0N\u00f3i ri\u00eang v\u1ec1 Facebook, trang c\u1ee7a Coke \u0111\u00e3 ki\u1ebfm \u0111\u01b0\u1ee3c th\u00eam 39% ng\u01b0\u1eddi theo d\u00f5i v\u00e0 kh\u00e1ch truy c\u1eadp v\u00e0o trang t\u0103ng 870%.<\/p>\n

    Chi\u1ebfn d\u1ecbch tr\u00ean c\u1ed5 phi\u1ebfu c\u1ee7a ng\u01b0\u1eddi chia s\u1ebb tr\u00ean m\u1ea1ng \u0111\u00e3 \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng tr\u00ean 20 th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u, bao g\u1ed3m c\u1ea3 c\u00e1c th\u1ecb tr\u01b0\u1eddng \u1edf Anh, Trung Qu\u1ed1c v\u00e0 Brazil.<\/p>\n

    Nh\u1eefng g\u00ec ch\u00fang ta c\u00f3 th\u1ec3 h\u1ecdc \u0111\u01b0\u1ee3c t\u1eeb chi\u1ebfn d\u1ecbch n\u00e0y:<\/strong><\/h2>\n

    M\u1ed9t trong nh\u1eefng l\u00fd do khi\u1ebfn chi\u1ebfn d\u1ecbch n\u00e0y th\u00e0nh c\u00f4ng l\u00e0 v\u00ec n\u00f3 tr\u1ef1c ti\u1ebfp thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e1 nh\u00e2n.\u00a0C\u00f2n c\u00e1ch n\u00e0o t\u1ed1t h\u01a1n \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a ai \u0111\u00f3 h\u01a1n l\u00e0 \u0111\u1eb7t t\u00ean c\u1ee7a ng\u01b0\u1eddi \u0111\u00f3 tr\u1ef1c ti\u1ebfp v\u00e0o s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n?<\/p>\n

    T\u1ea5t nhi\u00ean, \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c t\u1ebf – ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 m\u1ed9t\u00a0chi\u1ebfn l\u01b0\u1ee3c\u00a0t\u1ed1t<\/em>\u00a0– \u0111\u1ed1i v\u1edbi nhi\u1ec1u c\u00f4ng ty, nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1ea1n lu\u00f4n xem x\u00e9t chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh s\u1ebd \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn nh\u01b0 th\u1ebf n\u00e0o \u1edf c\u1ea5p \u0111\u1ed9 c\u00e1 nh\u00e2n.<\/p>\n

    M\u1ed9t kh\u00eda c\u1ea1nh kh\u00e1c c\u1ee7a qu\u1ea3ng c\u00e1o n\u00e0y l\u00e0m cho n\u00f3 r\u1ea5t \u0111\u00e1ng nh\u1edb v\u00e0 hi\u1ec7u qu\u1ea3 l\u00e0 kh\u1ea3 n\u0103ng linh ho\u1ea1t v\u1edbi c\u00e1c lo\u1ea1i n\u1ed9i dung kh\u00e1c nhau.\u00a0\u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0, chi\u1ebfn d\u1ecbch n\u00e0y cung c\u1ea5p kh\u1ea3 n\u0103ng v\u00f4 t\u1eadn k\u1ebft h\u1ee3p v\u1edbi nhi\u1ec1u lo\u1ea1i h\u00ecnh truy\u1ec1n th\u00f4ng, v\u00e0 ng\u01b0\u1eddi d\u00f9ng c\u0169ng d\u1ec5 d\u00e0ng t\u1ea1o th\u00eam n\u1ed9i dung c\u1ee7a chi\u1ebfn d\u1ecbch.\u00a0V\u00e0 v\u00ec qu\u1ea3ng c\u00e1o k\u1ec3 m\u1ed9t s\u1ed1 lo\u1ea1i c\u00e2u chuy\u1ec7n c\u00f3 kh\u1ea3 n\u0103ng hi\u1ec7u qu\u1ea3 h\u01a1n, \u0111\u00f3 l\u00e0 m\u1ed9t \u0111i\u1ec3m c\u1ed9ng l\u1edbn cho Coca-Cola.<\/p>\n

    Khi thi\u1ebft k\u1ebf chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o ti\u1ebfp theo c\u1ee7a b\u1ea1n,\u00a0h\u00e3y ngh\u0129 v\u1ec1 ti\u1ec1m n\u0103ng k\u1ec3 chuy\u1ec7n c\u1ee7a chi\u1ebfn d\u1ecbch <\/strong>ngay t\u1eeb \u0111\u1ea7u.<\/p>\n

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    >>. Xem th\u00eam: 6 xu h\u01b0\u1edbng s\u00e1ng t\u1ea1o n\u1ed9i dung 2019<\/a><\/span><\/p>\n

    2. Chi\u1ebfn d\u1ecbch \u201cAlways Coca-Cola\u201d<\/h1>\n

    \u0110\u00e2y c\u00f3 l\u1ebd l\u00e0 m\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch marketing n\u1ed5i ti\u1ebfng nh\u1ea5t m\u1ecdi th\u1eddi \u0111\u1ea1i.\u00a0Ch\u1ecbu tr\u00e1ch nhi\u1ec7m cho vi\u1ec7c g\u1eafn h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u0129nh vi\u1ec5n \u00a0v\u1ec1 g\u1ea5u B\u1eafc c\u1ef1c v\u00e0o h\u00ecnh \u1ea3nh c\u00f4ng ty c\u1ee7a Coke, chi\u1ebfn d\u1ecbch c\u1ee7a \u201cAlways Coca-Cola\u201d \u0111\u00e3 b\u1eaft \u0111\u1ea7u v\u00e0o n\u0103m 1993 khi c\u00f4ng ty quy\u1ebft \u0111\u1ecbnh th\u1eed nghi\u1ec7m m\u1ed9t s\u1ef1 ph\u00e1t tri\u1ec3n c\u00f4ng ngh\u1ec7 g\u1ea7n \u0111\u00e2y: ho\u1ea1t h\u00ecnh m\u00e1y t\u00ednh.<\/p>\n