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].