People loved it. So much so, that the social reach of #Shareacoke peaked at 11 million.

The response on Twitter showed how surprising the campaign was.

For example, @remzitomlin tweeted How did the 4oD Coke advert know my name and put in on a can? I’m so confused and happy.

They didn't just tweet though - Campaign awareness was up 17%, Ad recall was 71% and purchase intent increased 24%.

Turns out addressing people by name, treating people as humans – just works.

That’s how you use the power of small data to spread big happiness.

Channel 4 is the UK’s second biggest commercial TV broadcaster, with a reputation for innovation. Its online on-demand service is called 4oD. To watch programmes on 4oD, you have to register with the site. This registration gave us exactly the piece of data we needed to personalise our TV campaign: the viewer’s first name.

This data allowed us to give all 11 million viewers of the 4oD catch-up TV platform a chance to see their own name on a bottle, in the adverts surrounding their favourite TV programmes.

We used a tiny piece of data - people’s 4oD sign-in name - to create a personalised TV ad for each viewer. The bespoke copy ended with the tagline ‘Share a Coke With’, followed by the viewer’s name in the label section of the iconic Coca-Cola bottle.

In total, we created 4 million dynamically-created TV adverts that called each individual viewer by name on the Share a Coke bottle. 4 million adverts that engaged and excited those viewers.