PEPSI
Pepsi reignited product love by tapping into cricket passion, blending bold flavor with bold messaging. By combining TV with YouTube and leveraging Video View Campaigns powered by Google AI, the brand maximized impact.
Results included 35% more views, 55% lower CPV, and 2.2x frequency with 6,200+ GRPs delivered. A masterclass in creativity, cost-efficiency, and reach—scoring Pepsi a digital home run.
PEPSI STRONG CAMPAIGN | FIRST TO USE GOOGLE’S VVC PRODUCT FOR A COST-EFFICIENT CAMPAIGN AIMED TO BOOST PRODUCT CONSIDERATION
Objective:
Optimize reach and views cost-effectively to reignite product consideration, leveraging the passion for cricket to communicate the ‘STRONG’ taste credentials.
Challenge:
Our task was to efficiently convey Pepsi’s “STRONG” product message in the vibrant digital scene of Pakistan, keeping cost-effectiveness in mind. Recognizing YouTube as Pakistan’s top platform, we aimed to leverage it alongside TV for maximum impact. The objective was to maximize the views and engagement on the new copy using Google AI across various YouTube CPV formats, including in-stream, In-Feed, and Shorts. Beyond digital outcomes, we planned to showcase TV metrics, offering a complete picture of the campaign’s influence across diverse channels.
Approach:
Pepsi ran an experiment to determine how VVC performed against TrueView In-Stream with the same setup on bidding, targeting, audiences and budget. Its goal was to understand differences in cost per view (CPV), ad-recall, and conversion.
