ublished on Jul 2, 2012
This video was made for a class assignment by Ashley Micallef. It is a project for my ADV 420 class and is not affiliated with PepsiCo.
3. KEY PERFORMANCE INDICATORS (KPI)
Key = Lifetime Customer Value + Loyalty !
Monitor Customer Satisfaction!
Twitter and Facebook! PepsiCo Landing
Instagram! â˘âŻ Likesâ, Shares, Page Pages!
â˘âŻ Followers, Retweets, Views! â˘âŻ Page Views & Action!
âLikesâ & Favoritesâ ! â˘âŻ Brand name/image â˘âŻ Ensure Relevant and
â˘âŻ Brand name use via sharing between users! Organized!
hashtags!
Monday, April 1, 13
4. KPI: Key = Return on Investment (ROI)!
Part
2
Ratio of ProďŹt to Cost!
Ensures Ads Are:! Calculated By:!
â˘âŻUp to date and â˘âŻRevenue â Ad Cost"
consistently effective! Ad Cost!
â˘âŻRevenue=conversions !
â˘âŻAd Cost = AdWords!
Monday, April 1, 13
5. CAMPAIGN GOALS
â˘âŻDecision-makers!
â˘âŻPepsi > Competitors!
â˘âŻEducate about new products!
â˘âŻRemind through interactive
involvement !
â˘âŻIncrease perceived value!
â˘âŻBUILDS LOYALTY!
Monday, April 1, 13
6. THE BIG IDEA
What is it? How does it work?
Create + maintain exclusive Initiates & motivates action
online community Promotes & expands on actions
Why does it work? Psychological Aspects
Active involvement + easy sharing Sense of belonging & pride
Time
Frame
Monday, April 1, 13
7. THE BIG IDEA:
#PEPSISMILE CONTEST
Upload pictures/videos of friends & family using Pepsi products with hashtag
#PepsiSmile
â˘âŻ Duration!
"1 month prep, 3 month contest"
â˘âŻ Logistics!
"Submissions monitored daily!
" "1 picture winner + 1 video winner every weekday!
"All submissions automatically upload to main landing page"
â˘âŻ Video Grand Prize!
"Public votes out of all video winners!
"3 grand prizes"
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10. BOTTOM LINE IS,
PEPSICO SMILE CAMPAIGN...
Encourages Sharing!
â˘âŻOf Pepsi logo and brand name !
Initiates & Motivates!
â˘âŻAction & Interaction!
Sets foundation!
â˘âŻFor ongoing digital presence!
Allows Sharing and Connection!
â˘âŻBuilds community non-Pepsi users want to join!
Monday, April 1, 13