PEPSICO SMILE

Digital Media Campaign

Monday, April 1, 13

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

KEY PERFORMANCE INDICATORS (KPI)

Monitor Customer Satisfaction!Twitter and Instagram!•  Followers, Retweets,

“Likes” & Favorites” !• Brand name use via

hashtags!

Facebook!• Likes”, Shares, Page

Views!• Brand name/image

sharing between users!

PepsiCo Landing Pages!•  Page Views & Action!

•  Ensure Relevant and Organized!

Key = Lifetime Customer Value + Loyalty !

Monday, April 1, 13

Ratio of Profit to Cost!Ensures Ads Are:!• Up to date and

consistently effective!

Calculated By:!• Revenue — Ad Cost"

Ad Cost!• Revenue=conversions !• Ad Cost = AdWords!

Key = Return on Investment (ROI)!KPI: Part

2

Monday, April 1, 13

CAMPAIGN GOALS

• Decision-makers!• Pepsi > Competitors!

• Educate about new products!• Remind through interactive

involvement !

•  Increase perceived value!• BUILDS LOYALTY!

Monday, April 1, 13

THE BIG IDEA

How does it work? Initiates & motivates action

Promotes & expands on actions

What is it?Create + maintain exclusive

online community

Why does it work?Active involvement + easy sharing

Time Frame

Psychological AspectsSense of belonging & pride

Monday, April 1, 13

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

TOOLS & TACTICSPEPSI SMILE CAMPAIGN

Monday, April 1, 13

BUDGET

Monday, April 1, 13

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