By: David Mario Hutabarat – PR Consultant of Fortune PR
After a viral #ShareaCoke campaign, Coca Cola Indonesia launched an emotional video campaign called #RayakanNamamu. Aimed to target the audiences’ emotion rather than cognition, the campaign’s wanted to persuade people to stop ‘name calling’, a form of verbal bullying.
#RayakanNamamu carries the message of being proud of our real name, not the one given by our peers as a form of insult or mockery. The video presented three individuals who experienced verbal bullying or name calling.
The campaign is very unique, and the “stop name calling” message is very relatable with Indonesian audience. Coca Cola was able to capture the “name calling” phenomena very well and managed to create a viral integrated campaign (in digital and on ground). As a result, the campaign managed to gain 2.4 million views and 2.1 thousand likes on Youtube. The audiences’ will perceive Coca Cola as a brand that has more added value, compared to other similar products.
When Coca Cola uses the emotional campaign strategy, we learn that strong research is the key to the success of this campaign. At the launch event, Coca Cola stated that they started the campaign from a study done by UNICEF. The study stated that 50% of students in Indonesia experienced bullying at school. One of the forms is name calling, which is considered as verbal bullying.
We also learned that the importance of a strong research when making an emotional campaign isn’t only about looking for a relatable social issue or phenomena that need to be raised, but it is more about gaining a rich insight of the profile and behavior of your target audience. It is also about knowing the audiences’ wants and needs. To get a rich insight, data collection can be done through a few methods such as surveys, focus group discussions, and in-depth interviews. In the end, the campaign’s message can be crafted based on the audiences’ characteristics and can be published on the right media channel.