How do you maintain the momentum and impact of a campaign as famous as Share a Coke? Everyone loved the first Share a Coke. Everyone wanted to see their name on a bottle.

Our job was to develop execution in year two which created the same impact as the first time, but adding an even more personal touch. Only this time we didn't have the element of surprise!

Our idea was to use the power of data to create a truly personalised advertising campaign.

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.

We gave all 11 million viewers of the 4oD catch-up TV platform a chance to see their own name on a bottle.

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.

We built the world's first ever fully personalised TV campaign, to target Coke’s core 16-34 audience.

When someone says “Hello Nick” your ears prick up instantly. People pay more attention if you address them by name. We all know that. But, it’s pretty difficult to address every one of your potential buyers by name for a mass-market product.

This, we believed, was how to build the element of surprise into year two for Share a Coke. Increase the individual impact of the campaign by talking to everyone as an individual, addressing them as themselves, using their first name.