Pepsi
Search for Missing Pepsi on Messenger
Our goal was to create a Pepsi Christmas campaign that would intrigue with content and innovative messaging, reach the 16-34 age group, engage them and contribute to positive brand perception.
OUR ROLE
What was the idea?
“Often what tastes best disappears from the fridge even before Christmas.” And that’s why Pepsi has disappeared, and we, together with Internet users, have launched the Search for the Missing Pepsi!
Teaser
In the YT spot, our Elves were preparing a Christmas party and, just to be safe, checked the contents of the Pepsi trunk-ice box, which was supposed to contain a supply of the drink for the entire Christmas. However, upon opening it, instead of blue cans, they found ice alone. The cry of “What, this Pepsi was for Christmas!” was the prelude to activating the Search for the Lost Pepsi in the chatbot.
Facebook chatbot and stories with elves
For the first time, we used a chatbot on Pepsi Poland’s Messenger and created a dedicated video content for it – in the form of elf stories from the fateful day. After seeing it, users decided whether the Elf in question drank Pepsi, or whether someone else did. In addition, the chatbot served the participants with valuable clues, which, as it were, indicated that this was done not by an elf, but by an influencer!
Reveal
We uploaded the reveal spot to a chatbot and to YouTube, and that’s how we revealed who was really behind the disappearance of the cans. It turned out that Jessica Mercedes with a team of her real-life friends – Jakob Kosel, Mariusz Mac and Julia Dyzio – had put her hand to it. We introduced the macroinfluencer into the brand world, with a wink and in an authentic way.
Conclusions
Digital story-telling with dedicated video content, an innovative tool (chatbot) and an authentic team of influencers all played well on social media and translated into results, among others. An increase in positive brand attitudes of almost 5%!
