With ‘America is beautiful’ Coca Cola Ltd explains how marketing specialists crafted individual relevant messages to specifically targeted custom audiences on Facebook, inviting them to take part in US story : ‘An experience so personal and at such incredible scale has never been done before. We even took unused behind-the-scenes footage telling the stories of the real people and families in the film and shared it with key audience segments, keeping the positive conversation growing even after the commercial aired’.
The following break down gives an idea of the diversity of the total reach.
- LGBT: 22 million
- Mexican/USH: 8.2 million
- Asian Americans: 2.5 million
- Israeli Americans: 2 million
- Parents Ntl Parks: 500,000
- Interracial Parents: 132,000
- Cowboys and Ranchers: 1.4 million
- Arab Americans: 11.2 million
- Service Men & Women: 8.8 million
- Indian Americans: 1.8 million
- Native Americans: 1.6 million
- Dancers: 800,000
- Surfers: 2 million
This commercial also caused a widespread disagreement around the nation as “America the Beautiful” was sung by multiple ethnicities in eight different languages. Nevertheless Coca-Cola changed a nation’s perception of what makes US land beautiful, giving the opportunity for people to speak on Facebook for everyone hear.
Source: causemarketing.com