This document summarizes 7UP's social media marketing efforts in Pakistan from November 2016 to November 2017. It analyzes their Instagram posts and campaigns over time which included static product posts, user engagement questions, video recipes, and sponsored events. It also describes their website which provides product information and a game. 7UP partnered with various events and launched campaigns like #ManaLoFoodKaLove that included influencer collaborations, GIFs, and a first-of-its-kind Shazam integration in Pakistan. Native news articles covered 7UP sponsoring university festivals and food events around the country.

1. • Social Media Analysis
(From Nov 2016 to 17)
• Website Analysis
• Native Collaborations

2. Social
Media

3. November - 2016 December - 2016 January - 2017
Throughout this month
they only posted static
posts relating their
product to the fast food.
They launched the their
Instagram account
targeting Pakistani
audience on Instagram.
In this, they started using
engagement tactics to
create user comments by
asking them “What are
you having for
lunch/dinner? Etc”

4. February - 2017 March - 2017 April - 2017
7UP opted for same static
posts again for this
month as they did in
November 2016.
Sponsored the leading
Lahore Restaurants in a
video by motivating them
to eat there and win an
iPad, which they later
give out to almost 10
They launched “Maana
Lo Food Ka Love” by
posting short 1 min
videos.

5. May - 2017 June - 2017 July - 2017
Sponsored as the
“Beverage Partner” in
LahoreEat 2017.
In July, which was the
post Eid period they
came back to static post
and started branding
their product as
Refreshing.
During Ramadan, 7up
asked people for recipes
which will be made by
Anoushey ashraf.

6. August - 2017 September - 2017 October - 2017
#ManaLoFoodKaLove
became trend after they
triggered region based
content.
Engagement GIFs and
Infinite loop videos are
being posted to gain
engagement.
Collaboration with
Shazam. This came under
#ManaLoFoodKaLove
campaign.

7. November - 2017
For Islamabad Eat 2017 7up partnered up with Careem as well as created an event
on it’s pakistan tailored page to promote event. To be noted, in this event 7up is
giving the discount on foods and sponsoring this event as well.

8. Website

10. Main Analysis Pointers
• Promoting different Recipies with Videos.
• Added products on their website with it’s
ingredients.
• They have also added a game called “Let’s
Play” Let’s Play is a community partnership led
by Dr Pepper Snapple Group to get kids and
families to play nationwide.

11. Native
Collaborations

12. LUMS host 7UP Spring
Festival!
Source: DailyPakistan
With a crowd of over 2,000 people, the
7Up Spring Festival was a successful
effort on the part of the LUMS Alumni
Relations team, who organized the event,
to bring together the entire LUMS
community, including students, alumni,
staff, faculty and their families, and
provide them with a day of uninhibited
festivities and fun.

13. 7up Participated in
Islamabad Eat 2017
Source: Nation PK
Eat Festival continues to prompt food
sector associates to grow in their
engagement of the platform to bigger
audience members, marketing
campaigns and promotional activities
sharing a common vision with the Eat
Festival to develop and promote
Pakistan’s eatery industry. In this year the
Eat Festival welcomed 7UP as the
Exclusive Beverage Partner.

14. 7up Lahore Eat 2017 Video
Launch
Source: Youtube
Video telling the about to do’s of Lahore
Eat 2017 event.

15. 7Up came up with the first
Shazamable campaign in
Pakistan
Source: MonthlyBrands
7UP has launched their most anticipated
copy of the year, Mana Lo Food Ka Love!
Celebrating the love for food has made
7up the prime endorser for food and
foodies.

16. Pakistani Celebrities At
7UP’s Event
Source: Style PK
The festival of the 7Up new look was
joined by top celebrities, who had
revived their look following the new 7Up
theme.

17. End of Presentation!