Analysis of the Brand Marketing Strategies of Coca-Cola on TikTok

Abstract

The impact of social media platforms on brand influence is one of the key research topics today. Researchers found that TokTik, as a short video based social media platform, has a large group of young users, and its entertaining and creative content has attracted users worldwide. However, there are still research gaps and lack of unified explanation on the impact of brand influence on the TokTik platform. Therefore, by analyzing Coca Cola's marketing strategies and activities on TokTik, this study reveals the positive impact of TokTik on brand awareness and recognition. Coca Cola encouraged users to participate in and share dancing videos by launching a challenge activity called "# CokeDance" on TokTik, which has achieved more than 100000 challenges and greatly increased brand exposure. In addition, the launch of TokTik short video ads and the cooperation between the brand and bloggers have further increased consumers' awareness and loyalty to the Coca Cola brand. This study provides a useful reference for other brands to develop brand marketing strategies and enhance brand influence on the TokTik platform.