#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].