Holiday Pepsi Campaign to increase brand awareness.

1. Digital Marketing Strategy
Christina Rivette
ADV 420
Fall 2012
Pepsi Co.

2. Pepsi
Holiday
Campaign
WHAT
Use a holiday campaign to compete with Coke and promote Pepsi and
all the brands associated with the company to build brand loyal
consumers.
HOW
Through digital marketing- commercial, social media, mobile
applications and website implementations, Pepsi will be able to market
all the products in a creative way.

3. SWOT
•Trusted brand name •Currently, don’t have the
•Established biggest share of the market.
•Consistent •Limited budgets
•Brand-loyal •Heavily saturated industry
•Successful history
Strengths Weaknesses
Opportunities Threats
•Many tangible product •Heavy competition with Coca-
benefits Cola
•Non-traditional media •Health smart trend
available to reach •Negative media
•New competition
•Popularity of functional drinks

4. Target Market
• 18-40 year olds is the target market, those who purchase holiday
goods.
• Holiday campaign will target holiday shoppers and spenders.
• Outcome desired- Build brand loyal consumers and make them
aware of all brands associated with Pepsi Co.
• Promotional grand prize is a trip to warm
destination.
Budget
• 1.5 million to cover all marketing and media strategies.
– Social Media team and implementation
– Google Analytics
– Website and mobile reconstruction
– Grand prize vacation destination
– Promotional Team
– Implementation Team (websites, commercials)

5. Creative Brief
• Client – Pepsi Co.
• What we want the advertising to do – Have
Pepsi implement holiday spirit, by also involving
all of their lines (snacks, drinks).
• Target Market – 18-40 year olds
• Target Market Considerations – affordable
product that is easily available and trendy.

6. ...Creative Brief Continued
• Advertising Tone – festive, relatable, dominant, simple,
and trendy.
• Main problems the Brand is currently facing – Pepsi is
not marketed enough around Christmas, as opposed to
Coca- Cola. Pepsi also needs to make aware all of their
product family for people that are brand loyal.
• How our advertising will address these problems –
Around Christmas, everybody pays attention to the
holiday commercials. By implementing all Pepsi
products, consumers will be made aware.

7. Mobile Marketing
• Smart Phone Application
– One that provides brand and product awareness.
– Is interactive and ultimately leads to a sale.
– Have QR codes on all products that directly link to the mobile
application when scanned by smart phone.
– Pepsi consumers have the chance to be entered in a holiday
competition to a tropical destination, along with winning smaller
promotions.
• Entry form for contest available through mobile application.
• Users have the option of entering PepsiCo.com or using the
mobile/tablet version. The promotions will inform Pepsi consumers of
all the brands that are under the same company.

8. Social Media
• Earned media is the most important kind of media to this promotion. By
targeting trend-setters, Pepsi will be able to create a following and thus, sharing
the insight that Pepsi has many other brands connected to them.
• By retweeting or sharing Pepsi content, contestants will be entered to win
smaller promotional items. This is an easy way for Pepsi to have more reach, for
$0.

9. Internet Marketing
• Google AdWords:
– A $150 budget to implement a campaign that
increases impressions on the first page of Google
searches when relatable keywords are entered
(brands of the snacks, drinks of Pepsi).
• Website Implementation and Adjustments:
– Implement pictures on the entering site of
website that shows pictures of all the brands
associated with Pepsi.
• Customer Representative:
– Have a customer representative chat option that
customers can take their questions and concerns
to, making for a positive interaction with the
company.

10. Measurement of Success
•Facebook, Twitter and YouTube all have
measurements of success installed.
•Facebook- “Likes”, “Shares”
•Twitter- “Followers”, “Retweets”
•YouTube- “Number of views”
•Google Analytics
•Internet tracking system, recording the
number of impressions during the period of
holiday campaign on Pepsi and social media
sites.
•Customer Satisfaction
•Review section on Pepsi website.
•Allows customers to direct any kind of
critique or compliment to the company.
End Goal: By building brand awareness
through all these digital media outlets, with a
holiday theme, Pepsi consumers will become
aware of all brands associated with Pepsi.