SUBMITTED BY:

NIKHIL SARAF (20130120124)

Coca-Cola Liquid & Linked

LIQUID & LINKED ANALYSIS

The Liquid and Linked content strategy is based on one core insight –“Stories spread value”•Stories: Stories comprise of content, experiences and conversations.•Spread: To spread your stories, use owned, earned, shared and paid media, in that order, with social at the heart. Social will make everything you do bigger.•Value : They will help in creating value that transcends that of your own company.

•The strategy talks about: 1.Be shareworthy – Everything that is created in the social world needs to have the ability to be shared further. Your initial audience can reach an audience much larger than you have – the ultimate audience. This is why it is so important for all business to get shared further and reach places they cannot on their own.2.Embrace your new sales force – Your customers are your new sales force. They can amplify your message.3.Listen, and then engage - Listening isn’t finished unless you engage. Use what you learn to connect with the customer.4.Think big, start small, scale fast – What you want to do is test, fail, learn and scale. If we do not re-position failure as a positive, we will send up scaling the wrong things perfectly. Do what fits in with your brand strategy.5.Speed trumps perfection – As marketers we try to put up very perfect products, because we’re perfectionists. Real-time marketing requires speed. A poster in Facebook’s office says ‘done is better than perfect’. Be ’flawsome’ – awesome with your flaws.6.Disrupt or be disrupted - The speed of the market requires that we think about what will disrupt us, and then go ahead and do that ourselves. If you’re really going to be a part of brand publishing then be comfortable with the inevitable debates.7.Do not accept the status quo - You cannot stand still. What got you here will not take you forward. Do not accept the ‘no’. Turn the ‘no’ into a ‘yes’.8.Play well – Today campaigns, collaborations and relationships are more complicated than ever before. It is imperative to play well with others, this should be at the heart of everyone’s strategy.

Consumers today want to live lives where they are the star. If we give them useful, interesting, share-worthy content, we’re giving them a currency by which they can rate their lives.” – Wendy

ClarkBRANDS CITED

Tipp Experience: It is another viral stunt, which utilizes the digital strengths on multiple layers in a smart way - Video with user interaction: • YouTube channel takeover • Smart integration of the product benefit • Let the users control the actionTwelpforce: marketing that isn’t marketing – It offers “real time pulse measurement thus keeping in sink the features of liquid and linked.IKEA FB App: It opened a new store in Malmo and used Facebook to spread the word. An account was created for the store manager at the Malmo store. Over a two-week period, showroom images were uploaded to his Facebook photo album. Using the all-popular "tagging" feature, customers were able to locate items in the pictures and put their name on it. The first person to tag an object got to take it home.Golf GT Mobile app: A free app in which you get to race the GTI around a track and post your times on Twitter and Facebook, A cost-effective way of getting the GTI message to a wide and accurate audience.Nike Girl Effect: The Girl Effect is a viral video demonstrating the premise  that investing in girls in developing countries has the potential to change the world.Gatorade (Replay): "Once an athlete, always an athlete", is an extremely effective example of storytelling at its very best. What makes this campaign so extraordinary is the level of audience engagement.2nd Gen Old Spice: It showed the importance of tapping into existing behaviours online rather than trying to create new ones. Many fans of the first ad had viewed it on YouTube and posted enthusiastic comments online.\Nike's Write the Future: Within the first week of the ad release, the three-minute spot broke previous viral records with an unprecedented 7.8m views and ad was successful because it provided an aspirational narrative every spectator could relate to.Nike – Live Strong: The communication objective of the campaign was to demonstrate the foundation’s integrity, competency and importance. The strategy of the communication plan was to use the media attention during the Armstrong crisis to over communicate with its publics.