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.

1. PEPSICO
SMILE
Digital Media
Campaign
Monday, April 1, 13

2. WHY DIGITAL?
• Effective + inexpensive reach
target audience
• Ages 18-45 (every day internet
users)
• Measurability (KPI)
• Requires constant observation
+ constant updates
• Reusability
Monday, April 1, 13

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. 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. CAMPAIGN GOALS
• Decision-makers!
• Pepsi > Competitors!
• Educate about new products!
• Remind through interactive
involvement !
• Increase perceived value!
• BUILDS LOYALTY!
Monday, April 1, 13

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
Frame
Monday, April 1, 13

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. TOOLS & TACTICS
PEPSI SMILE CAMPAIGN
Monday, April 1, 13

9. B
U
D
G
E
T
Monday, April 1, 13

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