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PEPSICO                       SMILE                      Digital Media                       CampaignMonday, April 1, 13
WHY DIGITAL?   • Effective + inexpensive reach        target audience         • Ages   18-45 (every day internet          ...
KEY PERFORMANCE INDICATORS (KPI)         Key = Lifetime Customer Value + Loyalty !                       Monitor Customer ...
KPI:              Key = Return on Investment (ROI)!    Part     2                                 Ratio of Profit to Cost! ...
CAMPAIGN GOALS                           • Decision-makers!                             • Pepsi > Competitors!            ...
THE BIG IDEA           What is it?                              How does it work?                      Create + maintain e...
THE BIG IDEA:                      #PEPSISMILE CONTEST  Upload pictures/videos of friends & family using Pepsi products wi...
TOOLS & TACTICS                      PEPSI SMILE CAMPAIGNMonday, April 1, 13
B    U    D    G    E    TMonday, April 1, 13
BOTTOM LINE IS,     PEPSICO SMILE CAMPAIGN...             Encourages Sharing!                • Of Pepsi logo and brand nam...
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PepsiCo Presentation

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ublished on Jul 2, 2012

This video was made for a class assignment by Ashley Micallef. It is a project for my ADV 420 class and is not affiliated with PepsiCo.

Published in: Business
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Transcript of "PepsiCo Presentation "

  1. 1. PEPSICO SMILE Digital Media CampaignMonday, April 1, 13
  2. 2. WHY DIGITAL? • Effective + inexpensive reach target audience • Ages 18-45 (every day internet users) • Measurability (KPI) • Requires constant observation + constant updates • ReusabilityMonday, April 1, 13
  3. 3. KEY PERFORMANCE INDICATORS (KPI) Key = Lifetime Customer Value + Loyalty ! Monitor Customer Satisfaction! Twitter and Facebook! PepsiCo Landing Instagram! •  Likes”, Shares, Page Pages! •  Followers, Retweets, Views! •  Page Views & Action! “Likes” & Favorites” ! •  Brand name/image •  Ensure Relevant and •  Brand name use via sharing between users! Organized! hashtags!Monday, April 1, 13
  4. 4. KPI: Key = Return on Investment (ROI)! Part 2 Ratio of Profit to Cost! Ensures Ads Are:! Calculated By:! • Up to date and • Revenue — Ad Cost" consistently effective! Ad Cost! • Revenue=conversions ! • Ad Cost = AdWords!Monday, April 1, 13
  5. 5. CAMPAIGN GOALS • Decision-makers! • Pepsi > Competitors! • Educate about new products! • Remind through interactive involvement ! • Increase perceived value! • BUILDS LOYALTY!Monday, April 1, 13
  6. 6. THE BIG IDEA What is it? How does it work? Create + maintain exclusive Initiates & motivates action online community Promotes & expands on actions Why does it work? Psychological Aspects Active involvement + easy sharing Sense of belonging & pride Time FrameMonday, April 1, 13
  7. 7. THE BIG IDEA: #PEPSISMILE CONTEST Upload pictures/videos of friends & family using Pepsi products with hashtag #PepsiSmile •  Duration! "1 month prep, 3 month contest" •  Logistics! "Submissions monitored daily! " "1 picture winner + 1 video winner every weekday! "All submissions automatically upload to main landing page" •  Video Grand Prize! "Public votes out of all video winners! "3 grand prizes"Monday, April 1, 13
  8. 8. TOOLS & TACTICS PEPSI SMILE CAMPAIGNMonday, April 1, 13
  9. 9. B U D G E TMonday, April 1, 13
  10. 10. BOTTOM LINE IS, PEPSICO SMILE CAMPAIGN... Encourages Sharing! • Of Pepsi logo and brand name ! Initiates & Motivates! • Action & Interaction! Sets foundation! • For ongoing digital presence! Allows Sharing and Connection! • Builds community non-Pepsi users want to join!Monday, April 1, 13
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