CONTEXT: A SLOW SUMMER PRESENTS US WITH AN OPPORTUNITY
For the CSD category, summer is normally busy season. Summer presents us with the opportunity to engage with the younger target directly, as they are normally out and about, attending festivals and outdoor events. However, the Covid-19 crisis meant that the summer of 2020 would be different, with restrictions and social distancing measures still in place. This meant that our target would limit their going out and the number of people they were going out with, so this summer would find them thirsty for fun and looking for alternatives to join the summer party.
For over 50 years, Pepsi has inspired generations of Romanians to enjoy life and celebrate every moment, through iconic partnerships with the hottest stars of the moment and memorable entertainment moments. Our challenge was to find a way to inspire the free-spirited generation of today to continue to have fun and live to the fullest, despite an unfortunate context.
TARGET: THE FREE-SPIRITED YOUTH WHO HAVE LOGGED OUT OF FACEBOOK
Our campaign addressed a younger audience (18-24), which is defined by their free spirit and desire to live every moment to the fullest and make the most out of every day. The ongoing restrictions have left them with a deep feeling of nostalgia for the casual fun of past summers, when they could goof out with friends and express themselves through dance.
They live their life in public and use social media extensively to broadcast their lives and stay in contact with friends. As Facebook is perceived as “a platform for parents”, they migrated to the other social platforms. While Instagram is a platform for gathering showing off special moments and spontaneous content (stories), they use TikTok as an entertainment platform that allows them to play with different formats and have fun with their friends.
We set out to build on Pepsi’s legacy and move the party online in a channel that is increasingly relevant for the young generation, TikTok – a party where everyone’s invited, with special guests and surprising performances from top artists. We wanted to show that, despite changing contexts, things that are inherently cool and fun will continue to be that way across generations.
Our primary objective was to get TikTokers to interact with the brand, by accepting our challenges and creating content using our sounds and #SiIeriSiAzi hashtag.
Secondly, we wanted TikTokers to be inspired by the content created under the dedicated hashtag, so we aimed for organic placement in top 10 trending Hashtags on the Discover page of our branded hashtag throughout the campaign, which would mean that more users could view our content easily.