Pepsi Co. Australia operates a number of brands in the beverage and snack food category including major global icons such as Pepsi, Mountain Dew, Gatorade and Doritos to name a few.
Pepsi wanted to develop their own Australian social channels to engage with their key target audiences in this territory.
Client:
Location:
Brand:
Audience:
Pepsi Co.
Sydney
Various
Australia
We were given the task of establishing the social media accounts for a number of Pepsi Co’s brands in Australia and to build up their audiences.
Our overall strategy involved running regular promotions and contests through social media channels to build reach and engagement that resulted in a large and highly engaged social community across Australia.
We first started with the basics by creating a number of Australian-specific social media accounts for various Pepsi brands across Facebook, Instagram, Twitter and YouTube.
We then developed a range of campaigns and activities for each of the brands including be-spoke web applications with social integration, through to standalone contests, ad campaigns and other promotions.
We also developed a promotions platform for the stable of Pepsi brands that enabled us to quickly and cost effectively roll out multiple promotions across several of the Pepsi brands.
Our #WelcomeBeyonce Instagram contest generated significant reach, engagement and advocacy for Pepsi in Australia.
Fans took a selfie welcoming Beyonce to Australia for their chance to win a VIP back-stage experience at the concert and meet Beyonce!
Our Xbox / Doritos Instagram contest boosted fan engagement by over 500%, page likes by 59% and 50k post clicks during the promotion period.
Dorito fans were asked to take a fun and imaginative selfie of them eating Doritos and playing their Xbox to get a change to win a new X-box One console.
We established an Australia-wide social community across the Pepsi brand channels providing a vital communications channel.
We implemented campaigns and promotions in all major cities across Australia encompassing sporting, music and cultural events.
Brand advocacy for the Pepsi portfolio increased during our campaigns and promotions as people loved to get engaged in fun activities.
We were able to leverage advocacy from key partners such as Beyonce, the X-Men movie franchise and the X-Box game during partnered promotions.
We undertook a range of activities to establish and build the Pepsi social communities in Australia.
We set up a number of social accounts for Pepsi Co. brands in Australia across Facebook, Instagram, Twitter and YouTube.
We deployed a variety of promotions for Pepsi Co. brands across simple form submissions through to complex Facebook promotional apps.
We ran a number of Instagram contests for several key Pepsi brands and promotions in Australia including the Beyonce contest for Pepsi.
We developed a suite of mobile-responsive micro-sites to support key Pepsi sponsored events including the World Cup Cricket, V8 Supercars and X-Men movie launch.
We developed be-spoke web applications that integrated with Facebook and Instagram to support promotions in the field, such as the Pepsi taste test road trip along the east coast of Australia.
We undertook a number of ad campaigns for Pepsi brands in Australia across Facebook and Google Ad platforms, including designing, creating and distributing the ads.
We worked closely with a number of other agencies involved in Pepsi campaigns in Australian and internationally, providing digital support and social media expertise.
We developed the designs for campaign micro-sites and content to be used in social media channels, including posts, printed material and digital ads.
