Elle Newman

I have been struggling to come up with an idea for my project, so I have decided to start by looking at what exactly a 360° campaign is.

A 360° campaign is a combination of platforms being used either online or in print that all convey the same message. A 360° marketing campaign might be used in a  company when they are either launching a new product or campaign or changing an old one. A 360° campaign is focused on capitalizing on catching the target market. The 360° marketing campaign uses its channels simultaneously to try and get people’s attention. This could be from sending personal emails to texts to adverts on the television or in magazines. The most successful campaigns will use most of it not all of the elements in the marketing mix. (I have illustrated the 360° marketing bubble, which you can see below. This shows all the different platforms that can be used in the marketing campaign.)

Next, I looked at companies that have used the 360° marketing mix successfully, to see if I could learn anything from them. The first company I looked into was Coca-Cola, in 2011 Coca-Cola realized they were down in sales in Austraila so decided to launch a new campaign ‘Share a Coke’. Coke knew that people love personalization, and so used the most popular 250 Australian names on their bottles and cans.  This was a huge success with a 7% increase in coke sales, so in 2014 they decided to roll the campaign out worldwide. They then started adding not just names but popular jargon, song lyrics and when the world cup was on they used countries names. They promoted there product in print with billboards and magazines, they used events by setting up pop up stores with interactive content and Social Media by starting hashtag trends such as ‘help us add names’ and you could even order bottles with messages and names on. This was a huge success for Coca-Cola as they saw a 2.5% increase in sales.

The next campaign I looked at was ‘This girl can’. The campaign’s aim was to inspire more women to exercise and was funded by the National Lottery. The campaign used all the marketing mix, it had an upbeat TV advert, strong social media presence, and print marketing such as posters. This resulted in 1.6 million women starting to exercise, the 90 second ‘This girl can advert’ has been watched more than 37 million times on Facebook and youtube alone. The campaign also has a social media community of 500,000 and there have been 660,000 tweets about it to date.

I now know what a 360° campaign is and by researching these two campaigns that successfully used the 360° marketing campaign. These two campaigns have shown me what my campaign needs to look like and how to use all the marketing mix elements coherently in order to have a successful campaign.