Campanie
General Information:
Strategic approach:
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BRAND & CONTEXT: Pepsi’s DNA is to challenge the status quo and enable people to listen to their intuition to discover new possibilities that can move them further. Easier said than done. Especially at the beginning of the 2022 summer, when Pepsi was facing two big challenges: 1ST Challenge: “GOOD TASTE” LOW PERCEPTION The brand was still having problems in being perceived as a cola drink with a “good taste”. Even though, people choose Pepsi’s taste over Coca-Cola’s, while blindfolded - as proven by Pepsi Taste Challenge national event series, that each year registers amazing results in Pepsi’s favour. 2nd Challenge: AN EMOTIONALLY EXHAUSTED AUDIENCE Pepsi is a brand that plays in the entertainment territory, but its main audience - Generation Z - was facing the critical aftermath of a global pandemic and a threatening socio-political context (the news of the absurd Russia-Ukraine war came as an emotional shock and soon transformed into a financial threat). The paradox was obvious: we needed to reach out to Gen Z to (re)establish an emotional connection with them, while also build on Pepsi’s good taste, a very rational product benefit. CHALLENGE: HOW COULD PEPSI EMOTIONALLY CONNECT WITH GENERATION Z, WHILE INCREASING ITS “GOOD TASTE” PERCEPTION? OBJECTIVES: We designed a complex digital multi-channel strategy for a 3-month campaign with two big objectives in mind (the specific quantitative KPIs were set in correlation with the mechanics and the media mix – see next chapters). [1] DIGITAL All KPIs were set to exceed with 10% the results of 2021 summer campaign (when the ideas matched). CONTENT VIEWERSHIP as proof of the idea’s power to reach our audience and catch their interest. • 2.000.000 video views for the social content with the fashion collection Pepsi x Hamza • 4.000.000 video views for the “B*llshi Busters” TikTok show • 1.000.000 video views for the “No B*llshit voice over” TikTok sound ENGAGEMENT as proof of the idea’s power to engage and to (re)establish the emotional connection with Pepsi’s audience • 300.000 total engagements on the social media content • 20.000 unique users & 10.000 game sessions on the sensorial website • 300 participants in the “Carpe DM” one-day mechanics [2] BRAND IMPACT - as proof of the idea’s power to move brand KPIs and increase the “good taste” perception. The KPI was set to be measured in a Youtube Brand Lift Study and based on previous benchmarks obtained on similar indicators. • + 10% increase in “good taste” perception for those exposed to the digital campaign |
Execution:
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