Campanie
General Information:
Strategic approach:
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CONTEXT: THE SUMMER OF 2022, THE FIRST COVID-FREE SUMMER We anticipated that after 2 years of Covid restrictions, all brands will hurry up in the summer of 2022 in luring consumers with the promise of living incredible fun moments, to make up for all the lost moments. BRAND: PEPSI’S MANTRA IS TO BREAK OUT CONVENTIONS Pepsi’s DNA is to challenge the status quo, break out conventions and enable people to follow their taste and discover new possibilities. AUDIENCE: DIGITALLY SAVVY GEN Z WITH A SKIP AD BUTTON “EMBBEDED” IN THEIR FINGERS Demographically, Pepsi targets young men & women, aged 18-25, 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. In fact, 35% of them use ad-blockers (Source: Media Fact Book, Romania, 2021). CHALLENGE: HOW CAN PEPSI EMOTIONALLY CONNECT WITH GEN Z IN THE AFTERMATH OF A GLOBAL PANDEMIC? OBJECTIVES: For this project, our main aim was to meaningfully reach as many people as possible in order to establish an emotional connection and engagement in digital. The quantitative KPIs were set in correlation with the idea and considering its timing (one month). VIEWERSHIP AND ENGAGEMENT– as proof of the content’s power to break the TikTok clutter and capture our audience interest: • 4.000.000 TikTok video views (knowing that our total audience of Gen Z was about 1M – source SNA, 2022, we aimed to reach it entirely with each of the 4 episodes) • 40.000 TikTok engagements (as proof of the entertaining factor of the content that can generate reactions). |
Execution:
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