Date post: | 17-Oct-2014 |
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Business |
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PEPSI“Cool Eco-School”
CampaignMollie Dargan
Products Carbonated soft drinks
Waters
Energy Drinks
Ready to drink teas
Juices
Dairy-based drinks
Ready to drink coffees
Sports drinks
Information 2009 Revenue: $3.3 billion
Launched “Pepsi Refresh” campaign in 2009 Where Pepsi gave away
millions to fund great ideas
Created two major initiatives to bring clean, safe water to developing countries
Introduced Pepsi Recycling and Pepsi Eco Challenge
Competition and Challenges Main competitor: Coca Cola
$7.51 billion – revenue Placed more than 73,000 HFC-free coolers globally Named to the Dow Jones Sustainability World Index Introduced plantbottle, plastic bottle made from 30%
recycled material and is 100% recyclable Other competition includes other coffee, energy drink,
juice, and soda brands
Greatest challenge: To enhance and improve Pepsi’s social media use To better integrate the company’s online, social media
sites
Goals
Pepsi’s GoalsTo make the company
more environmentally aware and to make Pepsi consumers more environmentally friendly
To be the number one selling soda in America and also to be ranked the number one soda by consumers
Campaign Goals Increased traffic to
Pepsi’s website and social media sites
Increased search engine rankings
Higher brand awareness
Improved sales
Campaign ThemeNew Campaign: “It’s Cool to Be an Eco-School”
Will create a contest aimed at college students The contest will allow students to compete to become
the “greenest school” in the nation, winning schools will win a free concert and festival
Schools will be judged on many criteria including video contests, votes on Twitter, and Facebook fan pages
Internet based campaign Will mostly use the internet and social media sites to
advertise this campaign A short TV ad that says “Are You Eco-Cool?” with the Pepsi
logo will be used as well Pepsi already has a good handle at social media sites
but this campaign will help Pepsi to expand its target market and to make a better, more effective, and more efficient use of the company’s social media sites
Campaign
Target MarketCollege students
Age: 18-25 years old
Well rounded, educated, concerned about the environment
How Product Will Be Advertised
Social Media Sites: Twitter Facebook YouTube Online blogging Google AdWords
CampaignTwitter:
Pepsi will use Twitter as a tool to monitor votes for schools Students will have the opportunity to tweet about their
school and as long as their school name and “Pepsi Eco-School” is mentioned in the tweet their vote will be counted
Pepsi will also create its own account so that people can tweet at and re-tweet what Pepsi has to say (this will also count as a vote towards a school)
Facebook: Pepsi will use Facebook as a tool to gain fans Any school that is competing will be able to create an
official fan page for that school in regards to the “Cool Eco-School” campaign
This fan page will allow students to keep in touch with each other if they have any ideas in regards to the contest
Campaign YouTube
Pepsi will allow students to upload videos onto a YouTube page that shows what a person has done in their school community to become more eco-friendly
This will allow others to watch and learn new things they can utilize when trying to become eco-smart
Online Blogging Pepsi will create a blog that will keep people updated on the
contest and it will also give tips on how to become a more eco-friendly campus
The blog will include different links to winning YouTube videos and popular Twitters that tweet about being an eco-school
Google Adwords Pepsi will create a campaign with Google AdWords so that
when certain keywords are searched for on Google an ad for the “Pepsi Cool Eco-School” will show up
Keywords will include: Pepsi, eco-friendly, going green, eco-smart, cool school, environmentally friendly, etc.
CampaignBudget
$25 million A $5 million increase
from the current “Refresh” campaign
This extra money will be used to allocate advertising in places and ways the “Refresh” campaign failed to do so
Timeline: The campaign will start
in April and run until the middle of September (concert and festival for winning schools will occur in October)
Since Pepsi already uses social media sites, this campaign will be used to better enhance the company’s social media use Right now Pepsi does not
have a verified Twitter account, but Pepsi does have more followers than Coke
Right now Coke has more fans on Facebook
Pepsi has used YouTube before so the company has knowledge of the site
Measures of Success
Twitter Monitor tweets through
sites like Hootsuite and Twendz
Look at number of followers and @Pepsi tweets
Blogging Monitor how many
followers blog has Search blogs to see if
others are blogging about contest
Facebook Look at number of fans for
different schools
YouTube See which schools are
most active Look at number of schools
that have uploaded videos
Google AdWords Monitor cost-per-click Use Google Analytics to
see how many times the campaign is searched