Campanie
General Information:
Strategic approach:
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CONTEXT: PEPSI AIMED TO ADDRESS “CONTENT WATCHING” - A KEY CONSUMPTION OCCASION IN THE CATEGORY In-home consumption is dominating the CSD occasions with 65% share. “Evening relax & unwind” is the #1 demand space with a strong fit for Pepsi and “watching TV/online content” is a key activity in this space (source: Ipsos study, 2022). As a result, for the first time in Romania, Pepsi planned to enter this territory and build an association with “watching TV/online content” occasion with the help of a dedicated local initiative in Q1 2023 (Jan-March), addressing youngsters, the main Pepsi audience. The timing couldn’t have been better - the beginning of the year, immediately following the winter holidays, when people tend to stay more indoors, eager to take a break while watching video content. Our aim was to reach youngsters in a relevant way to build Pepsi association with the “movie watching” occasion. OBJECTIVES: All our objectives were set in correlation with the main idea and the channel of choice (TikTok), aiming to surpass with 10% previous campaigns’ benchmarks. • +30.000.000 total video views in TikTok for all episodes, set to surpass with 10% the previous campaigns’ bechmarks; • 2.5% TikTok VTR, also set to surpass with 10% the platforms’ benchmarks (1.7%-2.3% acc. to media agency); • +30.000 total engagements in TikTok, set to surpass with 10% the previous campaigns’ bechmarks; • min. 50% of the people exposed to the campaign to associate Pepsi with watching TV/online content (measured via an Ad Impact Study, by Reveal, at the end of the campaign) TARGET: Pepsi has always addressed the “new generation”, which nowadays means generation Z, people aged 18-25 y.o., M & F, urban, mid-high education, and income. When they SWITCH ON the movie or video content, they want to SWITCH OFF from the world For them, watching TV or online content in general (series, vlogs, stand-up shows, documentaries) is like an “emotional blanket”. Especially during cold season, when it’s chilly outside and it’s getting dark sooner, sitting down to watch their favourite content is a way to escape the busy and noisy world, to unwind and relax. It’s like the screens (TV or mobile phone) turn into windows that take them to different places, helping them live endless adventures. Switching off at home is a tough job However, being at an early stage in life, they most probably share the house with other people: parents or grandparents, a roommate, or a lover. As a result, switching off from the outside world - while living with others - seems like a hard thing to achieve. INSIGHT: BEING INTERRUPTED IS THE MOST ANNOYING THING THAT CAN HAPPEN WHILE WATCHING TV/ ONLINE CONTENT. Movie watching in-home requires a significant level of concentration, as people want to get “lost” in the story, become wholly immersed in the narrative, embracing the experience to the maximum. As a result, the ultimate annoyance that can spoil the experience is to be interrupted by anyone or anything for any reason. Whether it’s a parent, a friend or just the doorbell chiming with a delivery – nobody desires to be interrupted. |
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