#sayitwithpepsi #pepsimoji Campaign Effectiveness

The #sayitwithpepsi #pepsimoji campaign has been somewhat successful in completing the tasks of the campaign. Pepsi has managed to create an integrated marketing campaign that incorporated the necessary communication channels to best reach consumers.

The campaign was able to reach consumers but it may not have had as much engagement as many Pepsi’s biggest competitor Coca Cola. The campaign had an obligation to engage consumers during summer to counteract Coca Cola’s campaign. This is proving difficult for Pepsi to achieve due to the celebrity endorsements that Coke has been able to obtain. Pepsi have taken a different approach, which has provided less engagement by consumers. An example of this is Selena Gomez who is an endorser of Coca-Cola and has the most likes on the whole of Instagram on a Coca Cola endorsement. This is further exemplified by Facebook where “Pepsi has a huge Facebook fan following with more than 34 million users. But the industry looks more in favor of Coca-Cola as we can look at its Facebook fan page with fan following of a gigantic 95 million fans” (Dsim.in 2015) Pepsi has not received this kind of exposure despite the attempts of the campaign to get consumers involved.

The above would make a case for why the campaign has to date been ineffective. A recommendation for the person conducting a review of the campaign would be to take into consideration that Coca Cola would have more money to spend on advertising and already have a greater market share. Despite this Pepsi could argue that it has been an effective campaign due to the experience created for consumers. This experience will hopefully create a long lasting impression that Pepsi will be able to move forward with. This campaign creates opportunity for future integrated marketing campaigns to expand on the app that has been developed as well finding new ways of engaging consumers.

The campaign still has the rest of summer in the northern hemisphere to go as well summer in the southern hemisphere to run. Pepsi will be able to evaluate properly after the campaign has finished worldwide, but it has been moderately effective so far.   

(Source: Business Insider, 2013)

(Source: People's Production House, 2016)

References

Business Insider, (2013). Pepsi versus Coca Cola. [image] Available at: http://www.businessinsider.com.au/coca-cola-vs-pepsi-timeline-2013-1?r=US&IR=T#the-saga-began-in-1886-when-john-s-pemberton-developed-the-original-recipe-for-coke-heres-what-was-in-it-1 [Accessed 9 Jul. 2016].

Dsim.in. (2015). CASE STUDY: How Pepsi is using social media platform to compete with Coca-Cola?. [online] Available at: http://dsim.in/blog/2015/12/23/case-study-how-pepsi-is-using-social-media-platform-to-compete-with-coca-cola/ [Accessed 9 Jul. 2016].

People's Production House, (2016). Brands. [image] Available at: http://peoplesproductionhouse.org/category/production/ [Accessed 9 Jul. 2016].

#sayitwithpepsi #pepsimoji Target Audience Engagement

The target audience is engaging in the #sayitwithpepsi #pepsimoji campaign. This campaign is aimed for the mass market though it would be most suited towards the 18-34-age bracket. This segment of Pepsi’s market is active on social media so Pepsi created a distinct social media platform that promoted the engagement of consumers.

Blog four had statistics of the engagement of consumers on the social media platforms, this has only increased in the week since. Twitter and Facebook appear to be the main social media platforms in which customers engage with the marketing campaign. It is easier to measure the engagement of consumers through social media due to the designated hash tags of the campaign. The hash tags are also a way for the customers to share their experiences and see the experiences of other satisfied customers. Rogers (2014) states it is important to“get them in your network, engage them, and get them hooked on your content”. Pepsi to gain the most exposure had to have interactive content that would attract and maintain customer usage. This is through the YouTube videos, packaging, and other social media networks being managed correctly to optimise engagement of potential as well as existing customers. This type of integrated marketing campaign would be considered unsuccessful if there was not enough engagement from consumers.

The 18-34 year old age bracket will be most likely to respond positively to the campaign. If Pepsi cannot get this age bracket to engage it will be evident that the campaign is not doing enough or not producing content that resonates with consumers. One of the aims of the campaign was to get the next generation of consumers to become regular Pepsi drinkers. Consumers of cola are often loyal to either Pepsi or Coca Cola so creating engaging content to differentiate Pepsi is crucial to the success of marketing campaigns.   

(Source: Pepsi, 2016)

(Source: Pepsi, 2016)

References

Rogers, B. (2014). 6 Social Media Customer Engagement Tips. [online] Evergage. Available at: http://www.evergage.com/blog/6-social-media-customer-engagement-tips/ [Accessed 6 Jul. 2016].

Pepsi, (2016). Pepsi Twitter. [image] Available at: https://twitter.com/pepsi [Accessed 7 Jul. 2016].

Pepsi, (2016). Pepsi YouTube. [image] Available at: https://www.youtube.com/user/Pepsi [Accessed 7 Jul. 2016].

Success or failure of #sayitwithpepsi #pepsimoji

The #sayitwithPepsi #pepsimoji campaign has been successful in a number of ways. There are different measures of the success of the campaign. An example of a measure is the Pepsi emoji app has had four plus rating on the Apple app store which demonstrates that consumers are satisfied with the app. The amount of hash tags gained on social media as another example of a measure of the campaigns success. On Facebook the two hashtags have had over 175000 mentions, around 25000 on Instagram and hundreds of thousands on Twitter. The YouTube channel has been successful with ads that resinate with consumers and celebrity endorsement including The Jimmy Kimmel show https://www.youtube.com/watch?v=XBXlh4E9HhU. Social media awareness of the campaign was a goal and the above results indicate that the goal is steadily being achieved.  The campaign still has a while to go so the above numbers should increase as more countries gain exposure to the different media channels. 

At the end of the campaign Pepsi will be able to measure if the campaign has brought an increase in market share. Coca Cola have a superior market share worldwide and the campaign is most likely not going to change that but it would be more realistic to aim for an increase of market share. In 2014 it was documented that “Coke controls 42% of the total carbonated soft drink market, compared with Pepsi's 30%, according to Beverage Digest” (NASDAQ.com, 2014). A successful integrated marketing campaign should see the market share whether that is by taking some of Coca Cola’s or other competitors.

The above is evidence that the success of the campaign will be able to be measured fully after the campaigns completion. The campaign does look to be moderately successful thus far but until better statistical data can be obtained there will not be sufficient evidence to confirm this.

(Pepsi, 2016)

(Pepsi, 2016)

(Pepsi, 2016)

References:

NASDAQ.com. (2014). Coke Vs. Pepsi: By The Numbers. [online] Available at: http://www.nasdaq.com/article/coke-vs-pepsi-by-the-numbers-cm337909 [Accessed 1 Jul. 2016].

Pepsi, (2016). Pepsi Power 105.1 Twitter Post. [image] Available at: https://twitter.com/pepsi/status/748289996281372672 [Accessed 1 Jul. 2016].

Pepsi, (2016). Pepsi Time Square. [image] Available at: http://www.thetigerparty.com/pepsi-emoji-event-1/ [Accessed 1 Jul. 2016].

Pepsi, (2016). Pepsi Twitter Post. [image] Available at: https://twitter.com/pepsi/status/748289996281372672 [Accessed 1 Jul. 2016].

Media Integration #sayitwithpepsi #pepsimoji

The #sayitwithpepsi #pepsimoji campaign has integrated the media by having consistent messages throughout the different types of media to get the best out of the different media channels. The media is used to promote the Pepsi brand as well as to differentiate themselves from Coca Cola and its ‘share a coke and song campaign’. The campaigns both use various media outlets so it is important that Pepsi get the media usage right to gain a competitive advantage.  

“Beyond packaging, the brand is creating an entire PepsiMoji ecosystem, with an exciting, fully integrated “ ‘Say it with Pepsi’ marketing campaign commencing March 1 to support the Australian launch. This includes TV advertising, eye-catching billboards and posters on buses and trams around Australia” (Green, 2016). The article confirms that Pepsi has specifically used an integrated marketing campaign to best reach a mass amount of consumers. The use of the word ecosystem by Green is accurate because it is insightful opinion on how integrated the campaign is across the different marketing channels. There is cohesion that allows for an effective campaign. It also makes the task of implementation simpler on an international scale because the campaign is universal with just a few language and emoji alterations.

 The use of the media attempts to avoid being just another advertisement by providing a fun experience rather than just informing consumers about the product options. This meant that the implementation of a modern integrated marketing campaign was imperative to a successful campaign. It is becoming more important in the current consumer environment to have an effective integrated marketing campaign due to consumers being more diverse, especially in a mass market. Pepsi have done this by using the most appropriate media channels and integrating them into a cohesive campaign that aims to achieve the goals selected before the campaign. 

 (Pepsi, 2016)

Green, R. (2016). Pepsi invites Aussies to #SayItWithPepsi with launch of unique #pepsimoji designs in Australia. [online] campaignbrief.com. Available at: http://www.campaignbrief.com/2016/02/pepsi-invites-aussies-to-sayit.html#comments [Accessed 1 Jul. 2016].

Pepsi, (2016). Pepsi Billboard. [image] Available at: http://bjoli.blogspot.com.au/2016/02/markalarin-emoji-sevgisi.html [Accessed 1 Jul. 2016].