__________________________________________
Role: Creative consultant
Client: PepsiCo
Year: 2019
Role: Creative consultant
Client: PepsiCo
Year: 2019
An omnichannel campaign that turned a brand anniversary into nostalgia for freedom
Objective
Celebrate the brand anniversary in Russia
Another important project was the work on Pepsi's 2019 annual communications strategy, timed to coincide with the brand's 60th anniversary in Russia. The large-scale campaign covered various clusters of the local cultural life and began with the launch of the mini-series "Drop of Freedom", about the importance of Pepsi in the youth culture of the USSR and Russia. In addition, we did: a collaboration with Stoyn, released ice cream in the form of a branded bottle and a soda flavor, recorded a track with Zivert, launched a TikTok challenge and Generation Pepsi playlist w/ Yandex.Music and did many other interactive new activities.
Objective
Celebrate the brand anniversary in Russia
Another important project was the work on Pepsi's 2019 annual communications strategy, timed to coincide with the brand's 60th anniversary in Russia. The large-scale campaign covered various clusters of the local cultural life and began with the launch of the mini-series "Drop of Freedom", about the importance of Pepsi in the youth culture of the USSR and Russia. In addition, we did: a collaboration with Stoyn, released ice cream in the form of a branded bottle and a soda flavor, recorded a track with Zivert, launched a TikTok challenge and Generation Pepsi playlist w/ Yandex.Music and did many other interactive new activities.
60 YEARS
OF PEPSI
OF PEPSI
Increase in average organic DAU by 2.28% from May to June
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
