Jessica Gioglio’s blog about how Coca-Cola’s new marketing strategy of their corporate website shows how the power of story telling can “cultivate engagement.” The new website, which allows users to interact with the page, has a highly visual and sharable magazine called the “Coca-Cola Journey.” The whole revamp has created a new side of Coca-Cola we’ve never seen before; the magazine contains pop culture, social media, brand history, marketing campaigns, recipes, and life tips. The change from a dull set website to an interactive, fun, and educational one proved profitable to Coca-Cola.
How Coca-Cola achieved this is through external and internal research. Primarily, they researched comments of the customers. As the Director of digital media communications, Ashely Brown stated, “The stories our readers loved surprised us month after month, and the stories we thought they would love fell flat. It was the digital equivalent of a star candidate polling below expectations.” Coca-Cola, in response to the customers opinions, made over 60 tweaks to their website proving that value co-creation attracts customers even more.
The new website is interactive, fun, and sharable.
The company became so interactive that they also included their brand history that, although seemed irrelevant at first, proved to be a useful story as part of the digital magazine. Each story has the ability to share through Google+, Facebook, and Twitter.
The success of their website is due to one simple common fact: customers always look for content and information that appeals to their needs. Coca-Cola did the unexpected as no consumer would’ve thought that a company as colossal and profitable as theirs would make the effort to attract more customers through this marketing strategy.
I believe Coca-Cola still has plenty of room to increase profits. Through new innovations and ideas, Coca-Cola will be able to attract more followers and more products that can expand their product line.
Jessica Gioglio’s blog post
Coca-Cola website
http://www.coca-colacompany.com/
For more information on how Coca-Cola got its’ inspiration to start Coca-Cola Journey
http://www.coca-colacompany.com/coca-cola-unbottled/every-day-is-election-day
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