Socialyse.net | @PepsiMEX
16218
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About This Project

@PEPSIMEX – Noah was here

My favorite movie this year was Baby Driver

Approach

A Socialyse Newsroom exposes the “side B” of the ceremony, with campaign hashtag #DiloConPepsi. Target teens and “millennials” interested in entertainment and “pop culture” with SoMe ads in FB, TW and IG. Use influencers to engage and amplify content to gain “share of conversation”. Retarget Pepsi audience from previous campaigns, to improve response. Created segments for AB testings, but based optimizations on the engagement performance of each content piece. 2 R&F campaigns with 3 creatives, 2 engagement campaigns with 13 creatives & 2 reach campaigns with 6 creatives, switched on and off according to performance and situations of the event.

Results
  • Developed 50 creatives for that afternoon and night
  • 80% of the content pre-produced, 20% created based on the live situations of the red-carpet and ceremony
  • Influencers generated both original content and amplified created content
  • Reached 2M more people (+20% of the planned)
  • 200% more engagement vs planned (+150K).
  • 52% of engagement actions from people between 18-24 years old, between both core targets.
  • Mentioned in two advertising media as a outstanding reaction to Oscars