WPP Case Crack
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This document provides an overview of Pepsi's proposed social media and outdoor advertising campaign called "Fuel your dreams" to target younger audiences in Australia. The campaign would include introducing Pepsi emojis and GIFs on social platforms, running an Instagram hashtag campaign, offering Facebook discounts, and launching a Snapchat filter. It notes Pepsi's current social media following and statistics on social media usage in Australia to argue the campaign would work by using innovative in-your-face marketing across physical and social platforms to boost brand awareness among youth struggling with unemployment.
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- 4. Overview Outdoor Digital 1 Month Billboards TV Snapchat Instagram Facebook
- 6. Digital: Social Media Campaign ● “Fuel your dreams” ● Current Social Media Following: 37 million Facebook Likes, 1 million Instagram followers, 3.09 million Twitter followers 1. Introducing a Pepsi Emoji (Pepsimoji) & GIFs 2. Instagram hashtag campaign (i.e. #fuelyourdreams) 3. Facebook: GIFs/Pepsi like machine (if you like the Facebook page, Pepsi will offer you a code which will give you a 10% discount. 4. Snapchat: Pepsi Filter #fuelyourdreams → Scan & Win!
- 7. Social Media Statistics Social Media Statistics Australia – June 2017 1. Facebook – 17,000,000 Monthly Active Australian Users 2. Instagram – 5,000,000 Monthly Active Australian Users 3. Snapchat – 4,000,000 DAILY Active Australian Users ● 28 percent of 18-24 year-olds say social media is their main source of news ● Facebook rules the roost for sharing news. 44 percent of the survey respondents say they use Facebook for news, compared to just 10 percent from Twitter.
- 8. Why would ours work? PROBLEM Competitors - Coca-Cola 42% market share, 105 million FB followers, Pepsi 30% market share, 37 mil FB followers Brand Awareness- most people following Pepsi are 65 years or older SOLUTION 1/3 of youth are unemployed or underemployed and more than half seek work Innovative social media and physical platform - “in your face” marketing
- 9. THANK YOU