Campanie
General Information:
Strategic approach:
| Strategic approach: |
THE CONTEXT: FACING THE 2ND SUMMER OF THE NEVER-ENDING GLOBAL PANDEMIC We know it, you know it and you’re probably already tired of this, but COVID was and still is our context. It all started in March 2020, when we all paused our lives and stayed inside our homes, away from social life and outdoor fun. And it went like this, with ups and downs, for 15 long months, throughout spring, summer, autumn, winter, and yet another spring in 2021. THE AUDIENCE: DIGITALLY SAVVY GEN Z AND YOUNG MILLENNIALS WITH A SKIP AD BUTTON “EMBEDDED” IN THEIR FINGERS Demographically, Pepsi targets young men & women, aged 18-30, from urban areas. Free-spirited, open-minded, curious & positive people. But at the same time, a no-bullshit audience, easily bored, with low attention span and a “built-in” skip ad button. THE BRAND: PEPSI STANDS FOR BREAKING OUT CONVENTIONS Pepsi has a solid background in doing things differently than expected: its brand purpose is to empower people to break out and discover new possibilities. Pepsi calls this “the fizz”: the force within ourselves (and the product) that moves us forward. THE CHALLENGE: HOW CAN A BRAND THAT STANDS FOR BREAKING CONVENTIONS ESTABLISH IN DIGITAL AN EMOTIONAL CONNECTION WITH ITS EASILY BORED AUDIENCE, DURING THE 2ND COVID SUMMER? THE OBJECTIVES The specific KPIs were set considering the activation’s online-offline mechanics (see next sections) and its timing (2 weeks). They covered 2 main areas: [1] OFFLINE OBJECTIVES As proof of people engaging with the brand. • 900 people in contact with the brand at the studio –> without a similar previous benchmark, the objective was calculated based on the no. of days (9), daily activation hours (4h/day), and in-place capabilities that could accommodate a limited number of people; • 180 pieces of content created at the studio (calculated by aiming at a 20% conversion rate). [2] DIGITAL OBJECTIVES As proof of reaching and engaging with a bigger pool of people, on all main digital channels using the unconventional activation. • TIKTOK: 5 Million views • YOUTUBE: 30% VTR • INFLUENCERS: - 100k interactions on their profiles - 3 Million people organically reached on their profiles All digital KPIs were set to exceed 10% of our previous benchmarks(1). Sources: (1)Client data, 2020-2021 |
Execution:
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