October
2013
6

Coca Cola Sharing Can

Coca Cola Split Can

When you think about marketing there are just some companies you can’t ignore. One of them is Coca Cola.

One of their campaigns I consider a master piece is the Coca cola sharing can, where an apparently normal can of Coca Cola would split in half and contain two cans. You can better grasp the idea in this short ad about the coca cola sharing can (around 2 minutes).

 

 

This was part of a test campaign in Singapore. This campaign goes far beyond creating a different approach. It involves a lot of thinking, logistics, design,test and attention to detail. For example, this test was made in Asia because of studies regarding consumer behavior  of Asian people and their sharing habits. They found out that adults on-the-go did would either not want a full Coke or not want to necessarily spend all their money on a drink but where willing to enjoy a Coke, so they shared their drink. Thinking of a way to take advantage of this behavior, they created the “sharing” can.

 

It was not only a creative process but also had all the logistics side in it. The company needed to be able to design a can in small numbers in order to make a test with consumers and that it did not affect the main production. The twist mechanism to separate the cans had to be done right to provide the best experience to the customer and to encourage him into sharing.… Read the rest of “Coca Cola Sharing Can”

October
2013
4

Influence and Marketing (2)

birds and influence

We have seen before on Influence & marketing (1) that influence is more complex than it seems and deserves a much more detailed approach in order to distinguish influence from all of the other influence-like behaviors like for example homophily.

 

Now, let’s apply this to one of my huge passions: Marketing.  After all, marketing and psychology are much alike. Is influence really what is affecting a purchase decision?  We should differentiate between behavioral changes and behavioral tendencies.

 

How much influence is there in a purchase decision? That’s a tough question. For starters, we should know the effect of recommendation above the initial probability of purchasing. In other words, what is the added value of influence on my previous probability of purchase decision? will it have any effect?

 

This problematic can be solved by the use of a person’s social data, but where can we find all the social data about someone, where he indicates all his passions and interests? Would he be willing to share correct information? Well enough rhetoric questioning: You can use social media.

 

By analyzing the data obtained from social media, we can separate (or distinguish a little better) influence from other confounding factors such as homophily and measure what we really want to measure (it may sound obvious saying “measure what we really want to measure” but if you had a slight idea of the amount of statistical validity problems, you would recognize it is not a trivial matter).… Read the rest of “Influence and Marketing (2)”

September
2013
28

Influence and marketing (1)

Birds of a feather

Human beings are not perfect, and one of the many defects we have is that we confuse correlation and causation. I would like to talk about how it affects Social Influence and then about some of the consequences it can have in marketing.

 

Influence is when one person is affected by others in an emotional, rational or behavioral manner. Let’s take for example someone famous on TV, a Rockstar or a politician. We know that these people’s actions can have a big impact on the rest of the population. A president’s speech for instance can change the course of a whole country, go to war or achieve a peaceful resolution to a conflict.

 

But social influence isn’t caused only by big names. We’ve all got a friend who has persuaded us to go with him to a concert, to an opening, or to buy a product we did not even knew it existed. Social influence is also present in these cases where the average guy can influence someone else. If we add social networks to the equation the power of influence can be even higher than we sometimes think.

 

However, what if the impact of social influence was not that high, or at least not always that high? what if we are overestimating the real impact of social influence? Chances are we do.

 

One of the main reason is that social influence is really hard to measure and separate from all the other psychosocial possible explanations.… Read the rest of “Influence and marketing (1)”