Pepsi, which enjoys strong brand awareness among consumers, sought to go one step further in its most recent campaign, RefreshEverything.
"We now want to engage consumers at a deeper level," said Ana Maria Irazabal, marketing director, Pepsi, at the Interactive Advertising Bureau's online video conference today in New York City. What's more, Pepsi aimed for a better way to reach Millennials, or people ages 14 to 29, instead of solely relying on traditional media such as television.
Pepsi worked with R/GA to develop the RefreshEverything campaign, which ran over 23 days in January and was timed to coincide with President Obama's Jan. 20 inauguration. The campaign started with a branded YouTube channel and a microsite, RefreshEverything.com.
The campaign used paid search and display ads on Yahoo and Google to drive traffic to the two destinations. A link on the YouTube channel connected Web site visitors to Facebook. Other channels, including e-mail marketing and a .mobi site, helped drive visitors to the sites.
And an ad invited people to create a YouTube video, "Dear Mr. President," as an open letter to President Obama. As one option, consumers could record a message from a Web cam after clicking on the ad.
This ad campaign marked the first time that video was collected through a banner ad, said Luane Kohnke, managing director, analytics and accountability at R/GA.
Capping off the campaign: On inauguration day, Pepsi ran take-over ads on Yahoo's homepage and YouTube, driving an "extraordinary amount of traffic" to RefreshEverything, according to Irazabal.
Here is an overview of the ad campaign's results:
Irazabal declined to disclose the budget for the ad campaign; she also didn't disclose how the budget is divided between different channels.
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March 19, 2014