Three "Similar Yet Different" Campaigns

1. Three "Similar
Yet Different" Ad
Campaigns
ADVE 709 CREATIVE STRATEGIES
MAGGIE WALKER

2. I will research 3 creatively executed campaigns
that use a similar creative strategy. They have to
exist across product categories and could be
across geographic regions. Each of the assets of
the campaign work well together and complete
the campaign.An Overview

3. Pepsi: #Summergram
Pepsi was looking to raise its sales curve by creating an unapologetic campaign: empowering consumers to live
out loud by helping them celebrate summer's experiences with a pop of flavor.
They introduced hundreds of summer-themed bottle designs and statements, along with customized AR filters to help consumers
elevate their social media.
#Summergram introduced hundreds of customized AR filters and digital stickers to help consumers elevate their
social media game.
With summer-themed statements, graphic icons, and codes on bottles, fans could access exclusive Pepsi content, filters, and stickers
on the Instagram app.
Pepsi battles every year with its main competitor, Coca-Cola.
Pepsi launched a 360-degree integrated campaign designed to empower unapologetic summer enjoyment. With Instagram, they
launched hundreds of new AR filters tied to summer statements and icons appearing on more than 230 million bottles and fountain
cups with social media, digital, TV, out of home and retail inclusion.

4. Pepsi #Summergram launched with four 60 foot tall inflatables in major US cities. Each location
hosted events: including an NYC party hosted by Chrissy Teigen and soundtracked by DJ Khaled,
and a free public celebration at Miami's Fontainebleau. Added channels included posts from
influencers, television commercials, and out of home billboards nationwide. Pepsi gained share and
increased dollar sales during the key summer window from competitors.
CAMPAIGN LAUNCH

5. #SUMMERGRAM EXAMPLES

6. Gatorade + Snapchat
Gatorade engaged millenials in the US by creating an interactive ad game on Snapchat to help increase
purchase intent and relevance.
They chose Snapchat to engage their target audience of teen competitve athletes in an immersive, innovative and time relevant
environment. Other social medias were used for efficiency.
Through sponsored Facebook and Instagram carousel ads, the mobile game was showcased with various in-
game images that were teased across the channel.
Promoted tweets from Gatorade athlete and professional tennis player Serena Williams helped to drive further awareness in a timely
and relevant manner. While in Snapchat, the team leveraged Snap Ads with the "swipe-up" feature to hook the target audience into the
gameplay.
Gatorade created the first ever Snapchat ad video game to scale and leveraged the best capabilities of each
platform.
The game was showcased with in-game images that were teased across carousels and the "swipe-up" feature hooked the target
audience into gameplay over a three-day takeover that drove timely, relevant scale with the audience.

7. Campaign Significance
This was the first-ever multi-game executed
on Snapchat.
This campaign reached a very large number of
users, including Gatorade's intended target
audience, while also successfully building an
association between Gatorade and record-
breaking tennis athlete Serena Williams.
The campaign helped generate mass
engagement, favorability and purchase intent
to the Gatorade brand.

8. bubly Launch + GIPHY
The bubly brand strived to lure a new generation of sparkling water drinkers by tapping into the mindset and a
newly defined target, "Generation Play" with a memorable, fun personality.
bubly partnered with Giphy in a one-of-a-kind relationship to insert its playful personality into the moments when consumers needed a
break from the stresses of the day through fun, engaging bits of content, establishing the relevance of the brand in their lives.
The bubly communications strategy was designed to accomplish the core brand goal of establishing brand
awareness while becoming known as the brand that makes every day a little more playful.
There was a new language in culture: GIFs at the time. bubly entered a partnership with Giphy as the basis for the brand launch
campaign, producing more than 1000 GIFs that could be ad content across any channel in the campaign.
bubly launched into the unsweetened sparkling water category in 2018, where the market share has been
dominated by long-established brands, such as La Croix.
bubly targeted a generational mindset of potential consumers instead of a lifestyle or demographic, bubly could reach a broader
audience of 18-49 year olds who are currently in the category or who could switch from the soft drink category.

9. The strategy was brought to life in a three-phase
approach.
The launch phase was the largest, kicking off by dropping
hundreds of GIFs at once on the platform and executing
homepage takeovers. There was a large upfront push on
Facebook, Snapchat and Youtube to reach as many people as
possible with the news of the new sparkling water becoming
available on the market. The launch was also supported by a Neil
Patrick Harris appearance on The Ellen Show. Phase two and three
relied on the same campaign structure, but built out optimized
content and ad unit types. On Giphy, new content was dropped for
each phase and featured in new ad units like category search
placements and six-hour trending blocks.
Neil Patrick Harris was crowned as the
ambassador for the launch.
bubly and Neil created content relevant to almost every
conceivable moment in the target consumers' lives, from the
Monday morning commute, to the long holiday weekend, and even
trends like the "Sunday Scaries."
GIPHY Partnerships

10. Similarities Between the 3 Campaigns
Each campaign uses a specific type of social media, such as AR filters, an interactive Snapchat Ad game, and
GIPHYs. They are all digital based campaigns and focus solely on this aspect.
Pepsi used AR filters on Instagram, Gatorade created the first interactive Snapchat Ad game, and bubly used GIPHYs to launch their
campaign. Each of these approaches offered a new take on social media, by drawing attention to the advertisements and to the brands.
They also worked with major locations or celebrities to generate buzz and awareness about the campaigns.
They all feature similar target audiences, which is why social media was incorporated into each of these campaigns.
Social media advertising reaches the audience in a low-cost, impactful, and effective way. With most individuals in their target audience
being millenials on social media platforms, it helps the brands engage with current and potential customers, create brand loyalty, increase
website traffic, and drive sales, which are all goals of each campaign.
These three brands partnered with celebrity figures to draw awareness to the brand and to the campaign.
Pepsi partnered with Chrissy Teigen and DJ Khaled at their launch party for the campaign in New York. Serena Williams was the face of the
Gatorade campaign as she was featured as the main player on the interactive game. Bubly partnered with multiple celebrities, including
Neil Patrick Harris, the main figure involved with the campaign, Ellen Degenres, James Corden, and Michael Buble.

11. Differences Between the 3 Campaigns
Pepsi, Gatorade and bubly are all in the same product category as beverages, but their niche markets are different.
Pepsi's niche market is soda consumers, Gatorade's niche market is energy drink consumers, and bubly's niche market is sparking water or
seltzer consumers.
Considering that the brands have different niche markets overall, this may be why the companies chose to use
different social media platforms.
Pepsi used Instagram as their main platform with customized AR filters. Gatorade used Snapchat to create an interactive ad game, and
they used Twitter to generate buzz and awareness about the new game. Bubly used the GIPHY app to release GIFs onto different social
medias, including Instagram and Snapchat.
Thanks for listening & cheers!