Campanie
General Information:
Strategic approach:
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CONTEXT: LEVERAGE PEPSI’S PARTNERSHIP WITH SUMMER WELL IN 2022 After 2 years of social restrictions, the summer of 2022 meant that all music festivals reopened their doors. So, Pepsi x Summer Well partnership was back on track. Besides the usual BTL activation happening on the festival premises, we also wanted to leverage the association to further strengthen Pepsi’s equity as a challenger brand. 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: Pepsi has always been a brand for young generations, that nowadays means Gen Z-eters, people aged 18-24 y.o., urban, digital natives. A GENERATION WITH LOW ATTENTION SPAN They are a no-bullshit audience, with low attention span and a “built-in” skip ad button, not easily impressed by conventional advertising – not even the digital one. In fact, 35% of them use ad-blockers (Source: Media Fact Book, Romania, 2021). CHALLENGE: HOW CAN PEPSI DISRUPT CONVENTIONS TO LEVERAGE ITS PARTNERSHIP WITH SUMMER WELL FOR A GENERATION WITH LOW ATTENTION SPAN? OBJECTIVES: Our main objective was to use this opportunity to strengthen Pepsi’s image as a disruptive brand, moreover since we were aware that lots of other brands are sponsors at Summer Well - we didn’t want to pass by unnoticed. As a result, we set our specific KPIs based on the idea and its mechanics + timing. Please note that it was a one-day activation, happening only in Instagram story and DM - see next chapters. The metrics were set with no previous benchmark at our disposal, so we just calculated them based on the mechanics. • 300 participants • 100 valid replies • 5.000 Instagram interactions • 100.000 Youtube video views for the after-movie |
Execution:
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