How To Run A Successful Online Marketing Campaign: Case Study

Bytesize, a Nigerian Digital Marketing Agency  was briefed by Coca-Cola Nigeria to handle its online marketing campaign during the African Nations Cup (ACN) 2010 in Angola. The brand wanted to position itself in the mind of its target audience as a brand  that “Open Happiness” to Super Eagles Top Fans and also as the Official Softdrink of the Super Eagles (Nigeria’s National Team).

The campaign produced some results worth noting largely to its success.

Client: Coca-Cola Nigeria

Campaign: The Campaign’s Objective was to increase awareness of Coca-Cola’s sponsorship of the Super Eagles using the Nations Cup as a platform by targeting football loving Nigerians on sites regularly visited which includes Goal.com, Facebook, Vanguard, Yahoo, Google and Google Content Network for a duration of 2 weeks

The Creative Execution used:

1. Online Sponsorship

Bytesize created the first online sponsorship for Coca-Cola. A completely branded African Cup of Nations section on www.goal.com. Coca-Cola had a 100% visibility across all ACN content with a Home Page Takeover.

Coca-Cola's ACN Homepage Takeover on Goal.comQuick Facts about Goal.com

  • Goal.com is the largest football destination in the World with over 12 million unique users a month.
  • Goal.com is the largest and most popular football destination in Nigeria with over 20 million page views on Mobile and over 500,000 unique users each month online.
  • Its Nigerian audience is male bias and middle class working and reasonable disposable income.

Coca-Cola's ACN Ad on Goal.com

2. Paid Search/ Search Engine Marketing

Tactical use of search which generated tones of relevant traffic. When Nigerians were looking for news or information on the Super Eagles or the Nations Cup, Coca-Cola appears with a message and directs them to the sponsorship page. Display ads were targeted to keywords on high reach sites. This means the Coca-Cola ad would appear on pages that mention African Cup of Nations, Super Eagles or related terms.

 

3. Online Display Advertising

To increase awareness, Coca-Cola placements appeared on Yahoo and the Vanguard online.

Coca-Cola's ACN Ad on Yahoo.com

 

The Result:

Over 5 million pages views on the online sponsorship in 2 weeks. Over 20 million impressions and 40,000 clicks to the online sponsorship. It was a huge brand response success.

What strategies do you use for your online marketing campaign and with what results?

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7 Comments

  1. Impressive stats

    • @francis: ROI is very important, so having a post campaign result/analysis is important.

    • January 12, 2013
    • Reply

    this online marketing strategy is for brand like cocacola .. what about small brands or individual who come to us to promote their businesses online? most of them won’t do all these branding etc…

    • olori Thanks for the reply. having an online marketing strategy doesn’t have to be for the bigger brands only. The same principle/strategy can be applied to small businesses.

      The Coca-Cola case study above used Google Display Network aka Google Adwords. Small business can adopt the text ads instead of banner ads and still achieve same result as Coca-Cola based on the set-out objectives before starting the campaign.

      They still can get maximum exposure for the least amount of money if the strategy is done appropriately.
      A small business can setup a $2.00 – $5.00 budget daily using Facebook/LinkedIn Pay Per Click Advertising (PAID SEARCH).

      Otherwise they could embrace the “FREEMIUM” strategy (ORGANIC SEARCH) by improving their SEO(Creating Online Contents) via their business blog, Youtube, Google+, Twitter and other social media accounts which still enables them to connect with customers, build loyalty and showcase their expertise.

      I do recommend the FREEMIUM strategy as recent survey as proved that people are likely to purchase from a businesses they searched for online than business that push ads at them.

      Also not to be neglected is email marketing using services such as mailchimp – http://mailchimp.com.

    • March 12, 2013
    • Reply

    am surprised that this company you spoke about so well have obsolete information on their website. if something as simple as news update cannot be updated on their own website,how can i trust them to do digital marketing for me. Not good enough!

    • @omooba. Thanks for the reply. I would bring that to the notice of the company.

      Doctors do forget to treat themselves.

      However, that should not be an excuse for an business not to update their website.

  2. okay

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