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Uploaded byGina Verdun
Pepsi personas
Pepsi is launching a "Feature Your Flavor" campaign to promote different Pepsi flavors by associating each with a persona. The campaign will target women ages 13-50 on YouTube, social media, and their website through quizzes, contests and ads to select models representing flavors. It will include paid YouTube ads, social media presence, a mobile app and text-in persona finder. Key metrics will track digital marketing hours and costs which total nearly $8 million including ad time, models, photo shoots and contest prizes.
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Pepsi personas
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- 2. Big Idea Feature YourFlavor: Each of the many flavors of Pepsi has it’s own characteristics, it’s own face. That face, could be you.
- 3. Target Audience Expressed intentionof targeting Women (ages 13-50), with the long term intention of using the women to drag in men.
- 4. Strategy Targeted YouTube Advertising SocialMedia Presence Website Quizzes and Promotion Facebook Competition Mobile Text-In/App Persona Finder
- 5. YouTube Paid Ads Video Posts Contest Medium
- 6. Mobile Downloadable PepsiPersona’s App Text-in Pepsi Persona Finder
- 7. Social Media andMain Site Pepsi Personas: Feature Your Flavor Contest
- 8. Contest Details Flyto Pepsi Headquarters in New York, First Class! Feature your flavor! Join our models for a photo and video shoot Join the Pepsi Team, enjoy a night out with our Pepsi Persona’s Models at exclusive events!
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- 10. Financials Item Cost Hours ofDigital Marketing time $80,000 Models + Photo Shoot $11,200 Contest award: models attendance $1,200 Contest award: 2 tickets to fly to New York, round trip $1,200 Cost of producing/filming commercial ads: including contest award photo shoot and commercial $30,000 YouTube Ad Time $7,800,000 Total Cost $7,923,600
Editor's Notes
- #2 Hello my name is Gina Verdun, I will be presenting a new digital media advertising campaign to reintroduce Pepsi’s many flavored sodas.
- #3 The promotion is based on the concept of a personality quiz, as well as the situation the beverage is consumed at. Male personas will be added to commercials as counterparts to the female flavors later down the road. All flavors will have 2 models because we don’t want to appear to present the message that certain flavors are limited to only one gender.I will then briefly explain the different personas and pull up a few audience members. . I will call up students as I present, asking for “An Amazonian, strong, athletic, woman” “A mans man” “Someone who loves to dance, sassy, can do the twist” to give examples of Pepsi Persona’s. (Personas explained below) Lemon and Lime for example will be marketed as: refreshing citric, with saucy/tropical personalities, possibly even sour moods, and being outside during the summer. Lemon and Lime will have a catch phrase about how Lemon and Lime go together. We will work off of the original ads for Pepsi Twist by having the Lemon and Lime characters dance together, doing the twist.Cherry will be a double joke. The first being for ladylike ladies, with red lips and fancy dresses, for when you want something sweet. While another ad will have Amazonian women, who beat up a group of men and say, then crack open some Cherry Pepsi as a reward, one will say “It’s my Cherry, and you can’t have it.” There will eventually be a Roman warrior type male Cherry persona who is ridiculously manly. His commercials will always end with him dressed in red, holding up a can, and saying “Cherry red, the most intense color, with the sweetest flavor.” With the two Cherry women on each side.Vanilla will be for when you want something creamy and sweet, plain vanilla. The hope is to present a beautiful twist on plain Jane, a blond haired, pale model dressed mainly in whites and creams. The male persona will be the everyday man, occasionally doing very non-everyday things and sweeping “Plain Jane” off her feet.Pepsi max will feature 2 work out fanatics. Following the previous “zero calories in disguise” advertisement, they will have a lot of back and forth about the wonderful zero calorie, guilt free, delicious soda.Pepsi Throwback will feature an elderly couple, looking back on their youth, which will then be a young couple dressed in older clothes, using vintage hipster clothing.
- #4 As stated in Presentation Zen, using accepted science is a great marketing tactic. I’m going to use pre-proven psychology about marketing techniques that have been shown to work on men and women; tell a short story with the brief commercial clips we will show on YouTube and present effectively by using a clicker/laser pointer to improve my ability to move around, gesture and interact with my audience. I would also bring in various Pepsi flavors.
- #5 The big push will be the YouTube ads and posted videos. Which is of course are explained in the layout of all of the Pepsi Personas above.There will also be a contest titled: What’s your flavor persona? On Face Book, Pinterest and Google+"Pepsi Personas, Feature your Flavor persona on Face Book, Pinterest and Google+" "If you win, we’ll feature your flavor persona! We'll fly you and a friend to New York, where you’ll receive a full makeover, be featured in a Pepsi Persona’s photo shoot and commercial. Then enjoy an exclusive night on the town with a few of the members of our Pepsi Persona team!" (Which would be a few of the models we feature, both male and female) This contest will involve submitting either a photo or video, with a caption about your Pepsi Persona. The winner will be chosen by our marketing team.We would also like to create a personality quiz: What’s your flavor persona? As just a fun little thing to feature. As well as: What’s your scene? Flavor the occasion. This quiz will not only recommend a beverage flavor based on your occasion, but also give recommendation for drink recipes, both alcoholic and non. This will be done in hopes of increasing site traffic and to promote varying uses of Pepsi sodas.
- #6 The big push will be the YouTube ads and posted videos. Which is of course are explained in the layout of all of the Pepsi Personas above. I will detail this briefly.
- #7 We will have both a text in feature and downloadable app that allows users to send in a picture and get a Pepsi Persona quiz result sent back based on the color content of the image.
- #8 There will also be a contest titled: What’s your flavor persona? On Face Book, Pinterest and Google+"Pepsi Personas, Feature your Flavor persona on Face Book, Pinterest and Google+" "If you win, we’ll feature your flavor persona! We'll fly you and a friend to New York, where you’ll receive a full makeover, be featured in a Pepsi Persona’s photo shoot and commercial. Then enjoy an exclusive night on the town with a few of the members of our Pepsi Persona team!" (Which would be a few of the models we feature, both male and female) This contest will involve submitting either a photo or video, with a caption about your Pepsi Persona. The winner will be chosen by our marketing team.We would also like to create a personality quiz: What’s your flavor persona? As just a fun little thing to feature. As well as: What’s your scene? Flavor the occasion. This quiz will not only recommend a beverage flavor based on your occasion, but also give recommendation for drink recipes, both alcoholic and non. This will be done in hopes of increasing site traffic and to promote varying uses of Pepsi sodas.
- #9 I would then elaborate on the details of each bullet:Fly in from anywhere in the USBecome a Pepsi spokes person/model (fame!)Go to exclusive events
- #10 Not only will we use the video ads on YouTube, we will also post them on YouTube as videos. We will look at not only how many times the ads are watched all the way through but also how many views and likes the YouTube videos get themselves.We will monitor the sales Cherry/Lemon/Lime/Vanilla Pepsi/Pepsi Max/Pepsi Throwback and all other Pepsi products to search for a correlation between sales and marketing views.Amount of participants as well as participant diversity in the competition will also be a valuable data source for discovering not only how popular the ads are, but how successful we have been at appealing to our target audience.We will also monitor the increase in number of likes, one ups, and page views on social media sites.
- #11 Explain where the numbers come from, ask if there are any questionsDescription planning, think tank meetings, meetings with the Pepsi marketing and financial teams, social media maintenance, set up, etc. Estimated 280 hours + 40 hours of contingency time (a week to plan, two weeks to implement and film, two weeks to check, publish and maintain, plus a week of contingency in case things go wrong, then a weeks worth of time for follow up maintenance) research states $500-5000 a shoot per model, depending on their fame Estimated $800 per model, 14 models 4 of the models at $300 for the evening, plus all meals, drinks and event passes covered, as agreed upon in their initial contract. This price estimation was done using California as the base state through Delta Airlines (since Delta has a contract with Pepsi and sells their products on their flights) The price could potentially be lower if the winner lives closer to New York. The tickets are first class. Research states roughly $1000-$3000 per commercial, which we will attempt to lower costs on by filming multiple shots at once in the same venue with the same crew, hopefully only 1-3 days of filming will be needed with little editing. There will be 13 different commercials (counting the contest winner's commercial) At .10-.30 cents per viewed video ad, estimating that we want each of the 13 commercials to be scene by 3 million people per ad at .20 cents per ad. Though of course we will alter which ad we want to be seen more based on the results we see over time.