PepsiMAX Ginger
Brand marketing activation PepsiMAX Ginger Mars - April 2017
APPROACH
Engagement, entertainment & cultural relevance Objective Create awareness, desire & trial for the new Pepsi Max Ginger product launch in select markets. Getting the word out Relatable will identify and activate the right influencers, according to client criteria, coordinate the entire activation and amplify word of mouth by having participating brand ambassadors capture and craft creative content in their own channels with real entertainment value and cultural relevance while igniting curiosity and engagement for Pepsi Max Ginger.
BRIEF
#Loveginger
Participating influencers will capture a series of two creative photos featuring the Pepsi Max Ginger Bottle in a social setting with other people - enabling a modern approach to visual storytelling with the Pepsi Max Ginger brand in their own channels with their own unique creative style. The focus will be on the love for ginger - #loveginger - and the unexpected combination together with PepsiMAX. The overall strategy is to post authentic, engaging, relatable and entertaining content, while following the Pepsi Max brand guidelines.
TARGETING
Edgy, fun-loving & urban trendsetters We have selected our sample of people based on qualities that we believe makes an ideal Pepsi Ginger ambassador:
18-24 y.o
Extrovert
Edgy
Fun-loving
Urban
We will use our index of 12,000,000 people and in-house technology to identify a selection of the right people.
20
High-quality Posts
4.2%
Engagement
36k
Likes Mentions Comments
850k Social Reach
78%
Audience insights
Women
Interests Fashion Photography Art / Culture
17.6% Stockholm
Occupations Students Sales/marketing Journalists
93% aged 17-34
Its hard not to enjoy life when it includes me gathering my boys to try out the new taste of @pepsisverige - ginger! We all approved, perfect drink for the grown ups without alcohol for this summer. #loveginger #sponsored
@cimonnicolas 25K followers Eureka Presentation
9
Squad goals 💛 I think our smiles reveals what we think of the new PepsiMax Ginger! @pepsisverige #loveginger #ad
@jjjossan 31k followers Eureka Presentation
10
FULL COMPLIANCE
We’ve got your back.
All participating brand ambassadors followed local as well as global advertising / marketing regulations & best practice. Relatable will handle all ambassador compensation, incl. full tax compliance, international transfers and more.
Thank you. Martin Garbarczyk [email protected] +46 735 09 96 08
19
APPROACH
Engagement, entertainment & cultural relevance Objective Create awareness, desire & trial for the new Pepsi Max Ginger product launch in select markets. Getting the word out Relatable will identify and activate the right influencers, according to client criteria, coordinate the entire activation and amplify word of mouth by having participating brand ambassadors capture and craft creative content in their own channels with real entertainment value and cultural relevance while igniting curiosity and engagement for Pepsi Max Ginger.
BRIEF
#Loveginger
Participating influencers will capture a series of two creative photos featuring the Pepsi Max Ginger Bottle in a social setting with other people - enabling a modern approach to visual storytelling with the Pepsi Max Ginger brand in their own channels with their own unique creative style. The focus will be on the love for ginger - #loveginger - and the unexpected combination together with PepsiMAX. The overall strategy is to post authentic, engaging, relatable and entertaining content, while following the Pepsi Max brand guidelines.
TARGETING
Edgy, fun-loving & urban trendsetters We have selected our sample of people based on qualities that we believe makes an ideal Pepsi Ginger ambassador:
18-24 y.o
Extrovert
Edgy
Fun-loving
Urban
We will use our index of 12,000,000 people and in-house technology to identify a selection of the right people.
20
High-quality Posts
4.2%
Engagement
36k
Likes Mentions Comments
850k Social Reach
78%
Audience insights
Women
Interests Fashion Photography Art / Culture
17.6% Stockholm
Occupations Students Sales/marketing Journalists
93% aged 17-34
Its hard not to enjoy life when it includes me gathering my boys to try out the new taste of @pepsisverige - ginger! We all approved, perfect drink for the grown ups without alcohol for this summer. #loveginger #sponsored
@cimonnicolas 25K followers Eureka Presentation
9
Squad goals 💛 I think our smiles reveals what we think of the new PepsiMax Ginger! @pepsisverige #loveginger #ad
@jjjossan 31k followers Eureka Presentation
10
FULL COMPLIANCE
We’ve got your back.
All participating brand ambassadors followed local as well as global advertising / marketing regulations & best practice. Relatable will handle all ambassador compensation, incl. full tax compliance, international transfers and more.
Thank you. Martin Garbarczyk [email protected] +46 735 09 96 08
19
