The woman who led one of the most successful marketing campaigns in Ireland in recent years gave the keynote speech at the Chartered of Institute of Marketing (CIM) Chair’s Lunch today (April 2).
Aoife Nagle, Senior Brand Manager of Coca-Cola spoke about the company’s phenomenal ‘Share a Coke’ campaign at the annual lunch, which took place in the SS Nomadic in Hamilton Dock in Belfast.
The campaign, which was live in the market from May to September last year, was an integrated campaign but was product centric. Christine Watson, Chair of CIM Ireland thanked Ms Nagle for her presentation at the annual lunch, which brought together some of the top marketing professionals on the island.
She said: “As an organisation CIM is dedicated to demonstrating the power of well-planned strategic marketing campaigns. The Share a Coke campaign is one of the most ground-breaking and effective marketing strategies of recent times and we all enjoyed Aoife’s lively presentation. I am sure our members left feeling inspired by seeing how such a strong and visible marketing campaign can contribute positively to a company’s fortunes.”
The campaign tapped into the global trend for personalisation while remaining local. Coca-Cola came up with the innovative idea of being able to buy a Coke with your name or the name of friends, family and loved ones on the label and invited people across the county to ‘Share a Coke’.
Ms. Nagle, said: “The Share a Coke campaign, which was developed in Australia, focused on the global trend of personalisation, understanding the importance of localised content.
“There has been a lot of interest around the Share a Coke campaign as it has been one of the most successful campaigns in years. We had so much excitement and buy-in from the trade, the media and the industry in general so it was a great project to work on.”
The marketing team led by Ms Nagle ran two marketing campaigns with different TV and billboard advertising in Northern Ireland and ROI and the result was a success, resulting in Ireland being the best performing campaign in the North West Europe and Nordic Region in terms of consumer engagement and awareness.
The lunch was sponsored by the Ulster Business School and Business Development Manager, Nick Read said his organisation was delighted to be associated with such a prestigious event.
He said: “We are the leading provider of university accredited management education and training programmes in Northern Ireland and some of our courses enjoy CIM affiliation. The most recent Coca-Cola campaign provides an excellent example of good practice for our marketing students.”
The Chartered Institute of Marketing is the leading international professional marketing body. First established in 1911 it has defined the marketing standards that operate in the UK for over a century and is the global champion of best marketing practice. CIM exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations. It does this by providing membership, qualifications and training to marketing professionals and businesses around the world. Visit www.cim.co.uk for more information.
