Home  › Marketing › CPG
pepsi-refresh

Pepsi Re-Ups 'Refresh,' Extends Project Overseas

  |  September 8, 2010   |  Comments

Says the campaign benefits both its brand and local communities, and plans global roll-out in 2011.

pepsi-refreshPepsi announced today it will continue its grant-based Refresh Everything campaign into 2011, as well as extend it globally into markets across Europe, Latin America and Asia, based on the success it has received already in the U.S.

The campaign encourages consumers to submit applications for grants from Pepsi, for which users can then vote on the Refresh Everything site. The most popular ideas or causes are then rewarded with a portion of a $1.3 million a month fund, financed by the company's marketing budgets.

Speaking with ClickZ, PepsiCo Beverages' head of digital, Shiv Singh, said the campaign has not only benefited grant recipients and the communities in which they lie, but has also had an "extremely positive" effect on the Pepsi brand. "It's hard to directly compare this campaign with previous ones, because we're not measuring impressions, we're measuring the impact on a community... but based on more strategic metrics like brand health, favorability, and intent to purchase, it's performed exceedingly well," he said, adding, "It's working for the communities, and it's working for us."

From a branding perspective, Singh likened the project and the RefreshEverything.com site to a media property in itself, suggesting it now attracts more unique users on a monthly basis than sites with which the brand would previously have considered purchasing display advertising. "There's always talk of brands becoming media properties, but not much proof in the pudding," he said. "In our eyes, it's a media property.

In addition to that traffic, the site has accrued a total of 7,500 applications and 42 million votes in the past 12 months. Meanwhile, the brand's "likes" on Facebook have increased from 225,000 to well over a million in that period, and its Twitter following and YouTube presence have also grown.

That success has prompted not only a continuation of the program in the U.S., but a global extension across European, Latin American, and Asian markets in 2011. Sing said details of how the campaign will be executed in local markets have not yet been finalized, but that it will build on the lessons learned from its experiences to date.

Meanwhile in the U.S., the company hopes to continue to evolve the campaign, and to further grow its audience. In the next few weeks the brand will be asking its 1 million Facebook "likers" to suggest ways to improve the project, and it seek integrations with organizations such as sporting institutions and leagues. Singh pointed to its current relationship with Major League Baseball teams - through which individual teams were invited to submit their own ideas to the project - as ways to reach and involve more consumers and communities.

Though paid media has been used to instigate and promote interaction with the project, Singh suggested the viral nature of the campaign meant paid media isn't essential for driving further awareness of it. "Some media buys helped buy awareness in the early days, but when someone submits an application they ask their whole network [on sites such as Facebook] to vote for them. That's very much the ethos of the whole campaign," he said, adding that the results of the first grants - issued in February and March of this year - should also help drive awareness of the project.

Overall, Singh said the campaign and the site show no signs of flat lining in terms of consumer interest or traffic, and that the viral effect should help it continue to grow into 2011.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...