Pepsi Promo, Case study PEPSI REFRESH PROJECT by Weber Shandwick New York

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Weber Shandwick New York
Director Adrienne Caruso
Released September 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: PEPSICO
Product/Service: SOFT DRINK
Brand Manager: Anamaria Irazabal (PepsiCo)
Senior Vice President: Peter Land (PepsiCo)
Director, Communications: Melisa Tezanos (PepsiCo)
Head of Digital: Shiv Singh (PepsiCo)
Communications: Andrea Canabal (PepsiCo)
Executive Vice President: Paul Massey (Weber Shandwick)
Director: Adrienne Caruso (Weber Shandwick)
Vice President: Lindsay Anthony (Edelman)
Account Executive: Marisa Picker (Edelman)
Grants Director: Grant Garrison (GOOD)
Media placement: Launch: Press Releases And Outreach - NBC Today Show, CNN, Bloomberg TV, USA Today, New York Times, Advertising Age, T - February 1, 2010
Media placement: Monthly Outreach Around Grantees: Press Releases In Grantee Markets - Chicago Tribune, Milwaukee Journal-Sentinel, Albany Times-Union (And More) - April 1, 2010 (And Monthly)
Media placement: South By Southwest 2010 - Press Releases And Social Media Outreach - Mashable, Billboard, CNET, USAToday (And More) - March 9, 2010 (And Weeks After
Media placement: "Do Good For The Gulf" Press Releases And Local Outreach - Fast Company, New York Times, Parade Magazine, New Orleans Times-Picayune, Mobil - August 2, 2010
Media placement: Idea Seminars - Consumer Events - CNN’s IReport, Billboard, Associated Press Photo, AOL’s Boombox, Tonic - February 6, 2010 (Series Began
Media placement: MLB All Star Game Mural Painting: Celebrity/Media Event - Sportscenter, People, EXTRA, ABC Radio Networks, - July 13, 2010
Summary of the Campaign
A good idea can happen at any time, and given the right circumstances, can change everything. Imagine if people across the U.S. had just one idea to make the world better. Now imagine if they had the means to bring their idea's to life. The Pepsi Refresh Project (PRP) was created to do just that.
Our team worked with Pepsi and agency partners to launch this effort, in which Pepsi gave away $20 million in 2010 to fund grants that improve communities. Our team was tasked with building awareness around the PRP, driving participation in the program and generating online conversation.
Through 2010, we told story of the PRP through media, engaging program ambassadors, partners and celebrities, through digital outreach and by driving users to engage with the campaign online, whether submitting ideas or voting for and promoting their favourites as well as engaging on social media channels. The PRP was incredibly successful in its first year, surpassing objectives set at the outset and engaging millions of Americans to refresh the world.
The Situation
Though consumers love when their favourite brands support good causes, they want those causes to resonate personally.
To empower people and their ideas the Pepsi Refresh Project (PRP) is awarding more than $20 million in grants in 2010 to support ideas that will make a difference.
Pepsi is asking people to step up and share their ideas for improving communities, then letting them decide which of those ideas PRP should move forward.
In the process, the public’s long-term relationship with the brand will deepen and become refreshed itself.
The Goal
Objective 1: Raise awareness and interest in PRP, position Pepsi as the optimistic catalyst for idea creation with consistency and alignment of program messages.
Objective 2: Drive Americans to to register, submit their ideas or vote for ideas that they care about.
• 2010 registration goal – 6 million
• 2010 comments goal – 180,000
• 2010 voting goal – 12 million
Objective 3: Generate steady stream of national, local and online media buzz to support business and brand goals.
• 2010 audience impressions goal – 225 million
• 2010 Twitter goal – 786,000 mentions
• 2010 Facebook like goal –200% growth rate over 2009
The Strategy
We worked with Pepsi to create a strong communications plan around the launch of PRP:
Create intellectual capital around "where ideas come from," position Pepsi as the motivator to empower people to be the next social entrepreneurs.
Cast a national spotlight on ideas that refresh change by announcing the diversion of funds from key initiatives to implement PRP.
Collaborate with employees/bottling/retail partners to generate local news, drive awareness and system buy-in.
Raise awareness and increase participation at grassroots level through local grant recipients that bring community benefit "home" including outreach and coverage locally through Hispanic and English language press.
Promote as the destination for refreshing ideas; encourage individuals to submit ideas and vote for those that they want to see come to life.
Encourage online engagement with the Project on Facebook/Twitter.
Develop partnerships inherent to Pepsi’s DNA to tell stories of impact.
Before the launch, we published Op-Ed from CMO on HuffingtonPost demonstrating public’s belief in the power of ideas to cultivate, celebrate optimism.
For kickoff, CEO/PRP team rang NYSE opening bell for PRP launch. Leveraged celebrity spokespeople for media, in-house and online brainstorm to ignite idea conversation on national scale.
Conducted media relations surrounding milestones: Super Bowl, ambassadors, grantees with consistent call-to-action.
Worked with pop-culture influencers to generate grant submissions, working with SXSW and major league sports teams.
Collaborated with celebrities to inspire youth to develop ideas; Refresh Cafes at SXSW and around the country sparked ideation/conversation.
Hosted discussion with philanthropy influencers; speaking opportunities for PRP team garnered support with business leaders, changemakers.
Positioned as premiere resource for consumer-generated ideas and monitored conversation, provided real-time responses, fostered dialogue, engaged key voices in digital space.
Adapted the program around Gulf oil spill; doubled monthly commitment to support ideas that refreshed Gulf communities.
Documented Results
Objective 1: Raise awareness and interest in PRP
- Pepsi became one of the most talked-about brands at Super Bowl despite not advertising (Nielsen)
- 33% of Americans now aware versus 11-20% for similar cause marketing programs (Marketing Evolutions)
- Correct PRP knowledge is 22% (versus 7 – 9%)
Objective 2: Drive Americans to
- 17M unique visitors to
- 9,000 projects received votes
- 3.8M million Americans voted for ideas
- 84 million votes cast at
Objective 3: Generate steady stream of media buzz
- Surpassed media impressions goal by nearly 12-fold -- 3.2 billion impressions
- Over 52,000 Twitter followers, Facebook “likes” increased 10X (300,000 to over 3 million)
Interaction with significantly increased brand attributes including favourability, intent, and trust along with intent to purchase among Millennials (Dynamic Logic).