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PEPSI “Cool Eco-School” Campaign Mollie Dargan

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This is my slideshow for my final presentation for my class, New Media Drivers License, at Michigan State University.

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Page 1: Pepsi - Mollie Dargan

PEPSI“Cool Eco-School”

CampaignMollie Dargan

Page 2: Pepsi - Mollie Dargan

Products Carbonated soft drinks

Waters

Energy Drinks

Ready to drink teas

Juices

Dairy-based drinks

Ready to drink coffees

Sports drinks

Information 2009 Revenue: $3.3 billion

Launched “Pepsi Refresh” campaign in 2009 Where Pepsi gave away

millions to fund great ideas

Created two major initiatives to bring clean, safe water to developing countries

Introduced Pepsi Recycling and Pepsi Eco Challenge

Page 3: Pepsi - Mollie Dargan

Competition and Challenges Main competitor: Coca Cola

$7.51 billion – revenue Placed more than 73,000 HFC-free coolers globally Named to the Dow Jones Sustainability World Index Introduced plantbottle, plastic bottle made from 30%

recycled material and is 100% recyclable Other competition includes other coffee, energy drink,

juice, and soda brands

Greatest challenge: To enhance and improve Pepsi’s social media use To better integrate the company’s online, social media

sites

Page 4: Pepsi - Mollie Dargan

Goals

Pepsi’s GoalsTo make the company

more environmentally aware and to make Pepsi consumers more environmentally friendly

To be the number one selling soda in America and also to be ranked the number one soda by consumers

Campaign Goals Increased traffic to

Pepsi’s website and social media sites

Increased search engine rankings

Higher brand awareness

Improved sales

Page 5: Pepsi - Mollie Dargan

Campaign ThemeNew Campaign: “It’s Cool to Be an Eco-School”

Will create a contest aimed at college students The contest will allow students to compete to become

the “greenest school” in the nation, winning schools will win a free concert and festival

Schools will be judged on many criteria including video contests, votes on Twitter, and Facebook fan pages

Internet based campaign Will mostly use the internet and social media sites to

advertise this campaign A short TV ad that says “Are You Eco-Cool?” with the Pepsi

logo will be used as well Pepsi already has a good handle at social media sites

but this campaign will help Pepsi to expand its target market and to make a better, more effective, and more efficient use of the company’s social media sites

Page 6: Pepsi - Mollie Dargan

Campaign

Target MarketCollege students

Age: 18-25 years old

Well rounded, educated, concerned about the environment

How Product Will Be Advertised

Social Media Sites: Twitter Facebook YouTube Online blogging Google AdWords

Page 7: Pepsi - Mollie Dargan

CampaignTwitter:

Pepsi will use Twitter as a tool to monitor votes for schools Students will have the opportunity to tweet about their

school and as long as their school name and “Pepsi Eco-School” is mentioned in the tweet their vote will be counted

Pepsi will also create its own account so that people can tweet at and re-tweet what Pepsi has to say (this will also count as a vote towards a school)

Facebook: Pepsi will use Facebook as a tool to gain fans Any school that is competing will be able to create an

official fan page for that school in regards to the “Cool Eco-School” campaign

This fan page will allow students to keep in touch with each other if they have any ideas in regards to the contest

Page 8: Pepsi - Mollie Dargan

Campaign YouTube

Pepsi will allow students to upload videos onto a YouTube page that shows what a person has done in their school community to become more eco-friendly

This will allow others to watch and learn new things they can utilize when trying to become eco-smart

Online Blogging Pepsi will create a blog that will keep people updated on the

contest and it will also give tips on how to become a more eco-friendly campus

The blog will include different links to winning YouTube videos and popular Twitters that tweet about being an eco-school

Google Adwords Pepsi will create a campaign with Google AdWords so that

when certain keywords are searched for on Google an ad for the “Pepsi Cool Eco-School” will show up

Keywords will include: Pepsi, eco-friendly, going green, eco-smart, cool school, environmentally friendly, etc.

Page 9: Pepsi - Mollie Dargan

CampaignBudget

$25 million A $5 million increase

from the current “Refresh” campaign

This extra money will be used to allocate advertising in places and ways the “Refresh” campaign failed to do so

Timeline: The campaign will start

in April and run until the middle of September (concert and festival for winning schools will occur in October)

Since Pepsi already uses social media sites, this campaign will be used to better enhance the company’s social media use Right now Pepsi does not

have a verified Twitter account, but Pepsi does have more followers than Coke

Right now Coke has more fans on Facebook

Pepsi has used YouTube before so the company has knowledge of the site

Page 10: Pepsi - Mollie Dargan

Measures of Success

Twitter Monitor tweets through

sites like Hootsuite and Twendz

Look at number of followers and @Pepsi tweets

Blogging Monitor how many

followers blog has Search blogs to see if

others are blogging about contest

Facebook Look at number of fans for

different schools

YouTube See which schools are

most active Look at number of schools

that have uploaded videos

Google AdWords Monitor cost-per-click Use Google Analytics to

see how many times the campaign is searched