Campanie
General Information:
Strategic approach:
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CONTEXT: MAKE A BOLD MOVE ON COCA-COLA AND STEAL ITS PROPRIETARY SEASON: WINTER After a successful summer campaign, Pepsi had even higher ambitions for the end of 2021: attack Coca-Cola during its most ownable season: winter. And since Coke traditionally communicates on Christmas, our aim was to take over and own New Year’s Eve celebration. 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. Unlike Coca-Cola which is more of a “one-size fits all” kind of brand, trying to address all age segments, Pepsi has always addressed the young generations, that nowadays means Generation Z. GEN Z: DIGITALLY SAVVY WITH A SKIP-AD BUTTON “EMBEDDED” IN THEIR FINGERS Gen Z is an atypical this generation: free spirited, open-minded, curious & positive people. But at the same time, they are a no-bullshit audience, with a low attention span and a “built-in” skip ad button, not easily impressed by conventional advertising – not even the digital one, as the studies show: 35% of all Romanian Gen Z used ad-blockers in 2021 (source: Media Fact Book, Romania, 2021). CHALLENGE: HOW CAN PEPSI, A CHALLENGER BRAND, MAKE NEW YEAR’S EVE A COOL AND FUN WINTER CELEBRATION FOR GEN Z, IN A CONTEXT RESTRICTED BY COVID SOCIAL DISTANCING MEASURES? OBJECTIVES: We set ambitious digital objectives in correlation with this brand strategy and the campaign strategy (see next chapters). [1] SHARE OF VOICE (SOV) Obtain a double SOV vs. Coca-Cola’s on both Facebook and Instagram, as proof of Dethrone Coca-Cola and outsmarting it during its own traditional communication season. [2] CONTENT VIEWERSHIP as proof of our message reaching the audience in digital: • 15 Million TikTok views for the challenge (+35% vs. previous benchmark from 2021 summer) • 25.000 TWITCH live views for the online NYE (+10% vs. Silviu Faiar’s previous benchmarks) [3] ENGAGEMENT / PARTICIPATION as proof of digital’s power to engage the audience and thus owning the winter holiday moment: • 1000 videos on TIKTOK challenge (+15% vs previous benchmarks); • 10.000 opens of Instagram filter (+20% vs previous benchmarks); • 2.000 participants in the online promo for the interactive hoodie (+20% vs previous benchmark); • 100.000 Instagram interactions on influencers’ accounts (+20% vs previous benchmark); • 15% average Facebook VTR (vs 5,6% FB VTR as yearly benchmark) & 10% average Facebook ER (vs 5,7% FB ER as yearly benchmark) for all the content posted on Pepsi page Sources: Client internal data, Oct. 2021 Data from Silviu Faiar’s Twitch channel, Oct. 2021 |
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