Customization Can Build Strong Emotional Connections
The pinnacle of success for any brand is to build a deep, emotional connection with its customers. Coke did this over the summer by tapping into the most unique and personal thing their consumers possess: their name.
Coca-Cola’s wildly successful “Share a Coke” campaign labeled bottles with 250 different names along with various terms such as “bestie,” “Mom,” “wingman,” etc. The campaign immediately went viral. Consumers shared their Coke bottle finds with the #ShareACoke hashtag across many platforms such as Facebook, Twitter, and Instagram. Not only did the campaign inspire conversation on social media, complete with memes, it also inspired a sort of collectability and gift-giving dynamic. While shopping, if a consumer saw a bottle with a friend or family member’s name on it, they felt compelled to buy it and share it with them. Having such high shareability ultimately raised Coke’s sales 2.5%, reversing a decade’s long downward slope in a category that’s flat to declining.
“Share A Coke” didn’t come without problems, however. Even with pre-named and “bestie” bottles, some consumers felt left out by the brand. Coke wisely tried to mitigate this feeling by creating several-hundred stops around the country where those with more unique names could get a bottle customized just for them. Setting up these stations further showed Coke was dedicated to building a connection with their consumers.
Now, Coca-Cola Israel is taking it a step further with their new campaign, which rolled out 2 million unique Diet Coke bottle designs. Having a one-of-a-kind item from a beloved brand fosters an even stronger connection, which in turn builds stronger loyalty.
Customization is a great way to drive a deep, emotional connection and brand loyalty, but it’s equally as important to make sure everyone feels included and empowered by the brand—doing so could significantly raise revenue and loyalty.
How can you bring an emotional, personal connection to your brand?