pepsi refresh-final-reorder - 하늘맑은...
TRANSCRIPT
Will Every Refresh the World? -‐ Pepsi Refresh Project -‐
10th, May, 2010
Dave Priestly
Sanghee Shin
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 1 -‐
Super Bowl Commercials
<Sleep Walker Commercial>
<Simpson Hard Times Commercial>
30 sec commercial in Super Bowl =
$2.6 ~ 3.0 million
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 2 -‐
For the first Sme in 23 years,
Pepsi did not have any ads in Super Bowl 2010.
Instead, the company is spending
$20M on a social media campaign.
Pepsi Refresh
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 3 -‐
Project Overview Pepsi Refresh Project Overview
Launching Date January 13th, 2010
Total Budget $20M+
Project Term 1 year long
Project Agency TBWA\CHIAT\DAY Los Angeles
Target Audience GeneraSon Y and Baby Boomers
Main Goal Building brand awareness while helping out communiSes and world through social media
How? Donate money to the applicants idea that will have a posiSve impact on the world
MarkeSng Style Social media, Cause-‐related, Word-‐of-‐mouth style
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 4 -‐
How it works?
Idea Acceptance
• Will accept up to 1,000 applicaSons from 1st ~ 15th day of every month
VoSng
• Next month public vote will be conducted through web site and Facebook as well
Fund GranSng
• $5K, $25K, $50K, $250K will be awarded to finalists up to $1.3M every month
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 5 -‐
How it works?
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 6 -‐
MarkeSng Strategies Target Audience
GeneraSon Y * Tech-‐Savvy
* Digital NaSve
* Family-‐Centric
* Achievement-‐Oriented
* Meaningful Work
* Seeking New Challenges
Baby Boomers * Work Centric
* Challenging, ConfrontaSon
* Abundant, Freedom
* Confident, Independent
* Want to make differences
* CompeSveness
“… Pepsi symbolized youth, but … loyal consumers are boomers… Both groups are powerful agents of change… The majority of ideas are submiied by boomers and they are the fastest growing demographic on
Facebook… They have Sme, are computer savvy…” – David Dreyer of TBWA\CHIAT\DAY
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 7 -‐
MarkeSng Strategies Cause MarkeSng
People
Product
Price
PromoSon
Place
TradiSonal 4P + 1P
Increasing Favorable Customers
Borrowing Brand Equity
Increasing PosiSve ConversaSon
Spreading Responsible ConsumpSon and Spending
Meaning instead of Products
Concrete Brand Building
“… 69% of Millennials will consider a company’s social & environmental commitment when deciding where to shop and a whopping 89% are likely to change to switch from one brand to another if the the second
brand is associated with a good cause” – Millennial Case Study by Cone Inc.
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 8 -‐
MarkeSng Strategies WOM MarkeSng
CompeSSon Style • To get vote, applicants spread the project
• Losers could apply at next month
Engagement Style • ParScipants talks posiSvely
• ParScipaSon change consumer into advocates
TargeSng AcSvist • Trust more on acSvists & influencers
• Advocates will support community
• 94% people trust Word of Mouth
• 1,000 advocates = 190K direct reach
• 90% advocates talk about the brand positively
• 70% talks include recommendation
• When advocates talk, brand grow
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 9 -‐
MarkeSng Strategies Using Social Media
Understand • New way of people connect and communicate
• Increased importance of Social Media
Reach Target • Tech savvy and ‘Always-‐on’ generaSon
• Word of Mouth markeSng
Viral & Easy • Social media is viral and easy to access
• Medium is the message
Imperishable • “Not a sprint but a marathon”
• Deliver message on a sustainable plavorm
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 10 -‐
Crisis Management
• Partnership with reputed NPOs including GOOD, Global Giving, Do Something
Screening by Reputed OrganizaSons
• VoSng results are shown in real-‐Sme with transparency
SelecSon by Voters
• Hiring 2 professional PR companies to handle social media around Refresh Project
Hiring Professional PR Company
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 11 -‐
The Four Values of Web 2.0 • Consumer co-‐creaSon • Social AffiliaSon
• Digital self-‐expression • Sharing
According to HBS Case: UnME Jeans: Branding in Web 2.0
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 12 -‐
Facebook Page: Low User Engagement & CogniSve Input
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 13 -‐
Facebook App: medium engagement & cogniSve input
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 14 -‐
Idea Submission: High engagement & cogniSve input
Steps involved • Download toolkit • 11-‐page guide • 10-‐step process • Photo/Video creaSon & upload
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 15 -‐
Campaign Comparison
Pepsi Refresh also has an App page
hip://video.thecoca-‐colacompany.com/presscenter/avcenter/view/fins
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 16 -‐
Campaign Comparison: CreaSng Awareness
All four values of Web 2.0 being uSlized
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 17 -‐
Campaign Comparison Pepsi: Refresh Coca-‐Cola: Live
Posi0vely Comparison
Campaign Type Social Responsibility Social responsibility Match
Target GeneraSon Y GeneraSon Y Match
Campaign Focus Cause Product No Match
Social media Channel Facebook Website Twiier
Facebook Website
Pepsi
Facebook Fans 706,080 5,448,960 Coca-‐cola
Twiier Followers 26,543 (encourages individual tweeSng about refresh)
13,974 (no campaign menSon)
Pepsi
Campaign Length 4 months (Broken into 1 month segments)
2 months(1 month) No Match
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 18 -‐
Campaign Comparison: Website
More Product Focus More Engagement Focus
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 19 -‐
Campaign Comparison: 0nline audience
According to www.alexa.com
Pepsi ge}ng more response from GeneraSon X & Y
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 20 -‐
Campaign Comparison: Website Pepsi Refresh Live Posi0vely
Online Engagement Levels
3 levels to choose
many
Ease of engagement
1 or 2 clicks 4 to 5 clicks & website change
Digital Self-‐expression
10-‐step process to post ideas
DonaSon or Offline involvement
Sharing Ideas posted on homepage
none
Co-‐creaSon Voters and idea-‐makers
None
Both sites have a bounce rate* of about
45%
*The percentage of visits that consist of a single page turn
According to www.alexa.com
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 21 -‐
Average website ac0vity for past 3 months
Campaign Name
Page views per user
Time on Site (in minutes)
Percentage of Global Page views
Alexa raSng
Live PosiSvely 1 Less than 2 0.00001
Refresh 2.6 Over 3 ½ 0.00054
Campaign Comparison: Website
According to www.alexa.com
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 22 -‐
EvaluaSon Pros Cons
• Building new long-‐term brand equity
• VoSng process eliminates the chance for blame
• Cause related markeSng will increase the preference of the brand
• Well-‐designed crisis management • ImplemenSng WOM markeSng • Increasing awareness by being absent from Super Bowl
• Too high involvement • Must use integrated markeSng, not just online
• Long-‐term plan is not clear • Too heavy investment on project that has no precedent
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 23 -‐
Should Pepsi have been in the Super Bowl?
Not Necessarily According to www.adsofsuperbowl.com
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 24 -‐
Future Refresh
Refresh High engagement Social Media Campaign
Super Bowl 2011 TradiSonal Media
Campaign
Following results of Refresh Low engagement Social Media Campaign
IMC Mixing SM and
tradiSonal channels to redirect
audience back online
Social Media & Interac0ve Management Dave Priestly & Sanghee Shin, 2010/05/10 -‐ 25 -‐
References 1. Pepsi Refresh Official Site, hip://www.refresheverything.com/ 2. The Best Super Bowl Ad You Didn’t See on Sunday, hip://thewisdomguy.com/?p=401 3. Pass or Fail, Pepsi's Refresh Will Be Case for MarkeSng Textbooks,
hip://adage.com/digital/arScle?arScle_id=141973 4. Pepsi Refresh Project: An Insider's View -‐ Guest Post by Bonin Bough,
hip://beth.typepad.com/beths_blog/2010/02/pepsi-‐refresh-‐project-‐an-‐insiders-‐view-‐guest-‐post-‐by-‐bonin-‐bough.html
5. Pepsi to Skip Super Bowl Ads in Favor of $20M Social Media Campaign, hip://mashable.com/2009/12/23/pepsi-‐super-‐bowl/
6. Super Bowl Share of Voice for Food & Beverages Ads, hip://www.adsofsuperbowl.com/
7. The Pepsi Refresh Project: Inside the Secret Formula, hip://www.vitaminimc.com/2010/05/pepsi-‐refresh-‐project-‐inside-‐secret.html
8. Alexa.com, hip://www.alexa.com