Earlier this summer, Coca Cola has implemented a recent campaign with 250 names on the labels of their 20-oz bottles. According to their website, the Coca Cola company claims “The campaign, which concludes Aug. 30, features 250 of the most popular names among teens and Millennials on 20-oz. bottles.” In using their name finding tool, my nickname “Jay” was not included in the list, which made sense since I had recently learned on www.BabyNameWizard.com that my name had apparently peaked in usage around the 1960s (though I’m not 50 years old… my legal name John is included, however). This aroused my curiosity, in wondering just how exclusive their name choice was to Millennials, or if their targeting had other intent.
Perhaps for intuitive reasons, the names that Coke chose didn’t include Thelma nor Louise (both peaked usage in the 1910s, would be around 100 years old), however as a Millennial myself I didn’t grow up knowing a Bobby, and I don’t know of any young girls running around with the name Cathy, both of which they did include in their list. How much inclusiveness did Coke decide to have in choosing names for their selective list? Are they only looking for hip young consumers (no bias), or do they actually include something for everyone?
After doing a bit of plugging-and-chugging on this baby name website, I extracted the peak decades for each of the 250 names that Coke included in their list. I added up the frequency of use, and here are the ages that Coke targeted:
So even though Coke claims to have included popular Millennial names, it seems they have also been inclusive enough to include names of nearly everyone to some degree. Perhaps more specifically, I think that this curve is what I would expect of the ages of people who would drink Coca Cola. However I don’t think that 10% of Coke drinkers are infants, but my hypothesis is that they included some newly-popular name for parents who would want to have a historical collectable for their kids, having their love of Coca Cola forever sealed on a shelf somewhere in their basement or in dad’s man cave.
What would be even more fun to investigate, if possible, would be use of ethnicities in the names chosen, or by demographics in specific North American cities. Apparently this campaign was first launched in Australia in 2011, was in Europe last summer, and I wonder to what degree consumption by age is different in other regions of the world.
Did your name make the list? And are you older or younger than most others with your name? I have included all 250 names here linked with the page on BabyNameWizard.com that I used to extract the most commonly used decade. Check out your name’s usage through the years, and see if you may come to a different conclusion than I. Enjoy! And enjoy Coca Cola.
There are really so many different things that are built precariously on top of other systems. This frustration can be compounded if you spend months or years keeping up with fashionable programming languages, and then a new language comes along. But if you just want the same end result, and it is in the long tail of things that aren’t overly specific requiring custom-tailoring, then PhoneGap helps “close the gap” of knowledge required just to simply display a “Hello World” app. And in EVERY environment! (iOS, Android, Blackberry… really, what else do you need?)
This past winter, I helped an organization launch their first campaign fully tagged and tracked in Google Analytics. This included tagging emails, posts on Facebook, LinkedIn, Pinterest, select tweets on Twitter, and for the first time experimenting with ads and boosting posts on Facebook and LinkedIn. Using Google Analytics’ standard reporting for traffic leads from each source, we began to compare efficacy of each medium and adjust efforts put into the campaign. For the ads however, while the reported CTR was excellent at eventually 2.39% (for the three-month campaign), in comparing reports from Google Analytics with reports from Facebook, we realized that the amount of reported clicks by Facebook was greater by nearly an order of two. I calculated what the real Facebook ad CTR was from the reported impressions / visits in GA, and found a saddening .092%. What accounted for this huge discrepancy?
At first, my mind jumped to deceit. I had watched a pretty compelling experiment done by the YouTube channel Veritasium this February, pointing out the elephant in the room of pages with bloated amounts of ‘likes.’ I am glad to say that I discovered the discrepancy, and while this experiment should be seriously considered in spending large budgets on Facebook (ala General Motors in 2012), the issue ended up being much more benign.
As it turns out, both Facebook and LinkedIn factor in social actions into their CTR calculation. After revisiting specifically the boosted posts (instead of the ads in the sidebar), I quickly realized what was driving the clicks. In most of our posts, we clearly displayed a link, however in one post in particular the link was removed and all that was left was the image. This image was not just pulled from the social graph, but was a literal image that was posted from our social media team. And what else to do when there is an image with a description? Click the photo to get the full-screen, theater-box view of the image, of course.
12,533 people (8.01%) didn’t visit our site, unfortunately. 12,533 people saw a giant image and clicked on it, but 24 people clicked on our link that we provided. We realized that in our workflow, the only data immediately given to me was the CTR straight from Facebook’s report, but after visiting the Facebook page myself the other reported information seemed like a minor oversight to not clearly show in their exported-Excel-sheet report.
So what were the lessons learned from this discovery?
First of all, if you want engagement, use images… just like everyone says.
If you would like site traffic, clearly display a separated link for users to click on. Nothing intrusive, but intentionally clear.
The farther away you get from the source, the harder it is to know the truth. An integrated, well-connected team is never a bad thing.
Now that I am taking website analytics for granted, my appetite for data is whetted. I knew of YouTube analytics, so I thought surely Twitter would have some sort of analytics API.
Apparently the way Twitter measures inbound traffic is through Twitter Cards, which are activated every time someone clicks a tweet button and that pop-up-compose-tweet window appears. As I thought about it, I’d seen this type of information graph before, and it was time to start learning more of these tools and uses of data APIs.
I hate to sound super utilitarian, but if we’re interested in changing our world, why shouldn’t every aspect of our lives be intentionally lived out? Having said that, here’s a great thought to keep in mind while carrying out plans and ideas: