Coba Uses Social Media for Rebranding

Social Media Campaign Stat Box

: Coba Uses Social Media for Rebranding

: Products and services

: http://www.drinkcoba.com/

: Facebook, Twitter

: Everyone

: Prize

: May 2011

: Ongoing

Precision advertising agency, Sensis, recently launched a social media campaign promoting Cobá, a maker of naturally sweetened aguas frescas. The brand launched as Bonadea, but changed to Cobá, which means “waters stirred by wind.” Cobá is also a Mayan city near the Caribbean Sea.

Drink Coba

Drink Coba

Campaign Idea & Objectives:

Sensis launched a social media-based ad campaign promoting the change to Cobá and aimed at expanding the 2-year-old beverage company’s loyalty base by introducing its drinks to an audience eager to taste something authentic.

Cobá fans on Facebook (http://www.facebook.com/drinkcoba) and followers on Twitter (http://twitter.com/drinkcoba) will be able to participate in contests for prizes. Los Angeles locals can use Foursquare to find Cobá and the authentic flavors it compliments.

Buzz Generated:

Coba on Facebook

Coba on Facebook

Currently, Coba’s fanpage on Facebook has only 301 likes with slow activity on its wall as well.

Its Twitter account has 81 followers with the tweets there being mostly done by Coba and not its followers.

Opinion & Lessons Learned:

Although it might be too early to judge, it still seems to me that Sensis could have done a better job in promoting Coba via the wide array of available social media channels. I also think that such a product needed to have a presence on Youtube in a form of fun, short and creative clips in order to encourage potential customers to try the drink and become fans on Facebook and Twitter.

So, what could we learn from this campaign:

  • Just like more is less, less is more: Sometimes, companies and agencies do so little with their social media campaigns and wait for magic to happen. They underestimate the consumers’ power of comparison!
  • Different products require different approaches: You can not always use the same social media channels to promote different products. Social media channels are designed in such a way that makes each of them more valuable for a specific group of products and services than others.
  • Not all prizes matter: Sensis seems to have relied heavily on the prizes they will be giving away to fans without mentioning the prize or finding the way to attract potential fans to it.

Finally, did you hear about this campaign? What do you think is missing and how do you think it could be improved?

Looking forward to your insights and feedback down below.

: 2/5
: 2/5
: 2/5
: Yes
: 4/5

Comments and Reactions

  • Hstern

    I think Omnistar Mailer is
    a great tool for helping with email marketing

     

  • http://www.blogoholic.in/2011/06/24/version-twitter-eliminated-%e2%80%9cvery-soon%e2%80%9d/ Old Version of Twitter to Be Eliminated “Very, Very Soon”

    [...] Coba Uses Social Media for Rebranding (thoughtpick.com) [...]

blog comments powered by Disqus

Latest pingbacks

Like us on Facebook

We love Tweepi

Tweepi Logo

Follow the best and unfollow the bots, with the only Twitter management tool with stats!

Big Advert

Share a post

Got an amazing campaign, web app or a social media related topic that you'd like to share with our readers?

Explore Thoughtpick

Our Archived Posts

Try Our #FF Helper App

FollowFriday Helper makes playing Twitter's #ff a piece of cake!

A brand new way to recommend tweeps based on how you tweet...

We're on Twitter

Oops, something went wrong and we could not display the latest tweets! :(

Thoughtpick by email

For more Learn Social Media by Example reviews, don't forget to subscribe to our posts by email:

©2010 thoughtpick, copyrights reserved.