REFRESH PROJECT by OMD New York for Pepsi

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REFRESH PROJECT

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released February 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PEPSICO
Product/Service: PEPSI
Date of First Appearance: Mar 1 2010
Entrant Company: OMD, New York, USA
Entry URL: http://www.refresheverything.com
Chief Executive Officer: Alan Cohen (OMD)
Chief Content Officer: Claudia Cahill (OMD/ The Content Collective)
President, Integrated Communications: John Swift (OMG)
Group Account Director: Mike Litwin (TBWA/Chiat/Day)
Chief Executive Officer: Ryan Schinman (Platinum Rye)
Media placement: TV (:60 Second Custom Vignettes / 24 Units) - MTVN (MTV, Comedy Central, Spike, VH-1) - 15 April 2010
Media placement: TV (:30 Second Custom Vignettes Featuring NBCU Talent / 12 Units - NBCU (NBC, Bravo, Oxygen) - 12 March 2010
Media placement: TV - NBC Local O&O Stations (Featuring NBC LXTV Talent) - :30 Sec Custom Vignett - NBC Local O & O Stations - 12 March 2010
Media placement: TV - NBC / The Today Show / 8 Segment Series - NBC's The Today Show - 2 February 2010
Media placement: TV - ABC / Good Morning America, 12 Segment Custom Series - ABC's Good Morning America - 20 April 2010
Media placement: TV - 42 Custom Vignettes (Featuring ABC News Talent) - Local ABC Stations - 28 April 2010
Media placement: TV - Univision (60 Sec Custom Vignettes Featuring Univision Talent) - Univision - 16 June 2010
Media placement: Print - Parade Magazine, 10 Month Custom Print Series - 2 February 2010
Media placement: Online - 10 Month Digital Seeding And Local/geo-Targeted Program Featuring Custo - AOL (Home Page, Patch & Seed) - 2 February 2010

Insights, Strategy & the Idea
The PEPSI Refresh Project was a game-changing pro-social endeavour for PEPSI to position themselves in the minds of consumers as a positive, optimistic force for change in communities, revolving around issues and ideas that people personally cared about

The Project focused on two distinct consumer segments: millennials and female boomers, both cohorts of PEPSI brands (PEPSI and Diet PEPSI), with a shared, cross-generational desire to positively impact their communities and the world at large. Through the PEPSI Refresh Project, the brand empowered consumers to bring their ideas to life and act/share them for the benefit of others by providing grants to move their positive ideas and their communities forward.

Creative Execution
At the heart of the PEPSI Refresh Project was the power of storytelling. The social currency represented by the moving, uplifting and inspiring stories of grant recipients became a creative catalyst for the program.

We produced over 300 units of custom content for the Project, negotiated as part of the overall media packages. The program’s pro-social nature allowed media partners (including NBC, ABC, Facebook, You Tube, and Univision) to feature grant stories and program awareness messaging in both paid and earned media through high profile news programming nationally and locally.

The program was aligned and leveraged with PEPSICO’s entertainment properties, including Major League Baseball, the NFL and NASCAR, by using property celebrities in distinct creative executions for paid media and by supporting their individual interests through earned media.

The digital/social media initiatives were deep and engaging, providing PEPSI and the PEPSI Refresh Project huge numbers in fans, voting and views.

Results and Effectiveness
-37% of Americans now aware of Project versus 12-21% for similar cause marketing programs (Marketing Evolutions).

-Surpassed media impressions goal by nearly 12-fold; generated over 3 billion audience impressions in eight months.

-More than 199,000 tweets, while Facebook “likes” increased by more than 600% (300,000 to over 2.5 million).

-Interaction with refresheverything.com significantly increased brand attributes, including favourability, intent, and trust along with intent to purchase among Millennials (Dynamic Logic).

-Over 18.5 million unique visitors to RefreshEverything.com, January-November.

-Over 13,000 projects received votes with 90 million votes cast.

-2.6 million online comments to date.