Objectives
Our task was to take Pepsi Max where its main target group spends its time – on social media and networking sites on the web. Another goal was to get more visitors to pepsi.fi.
Solution
As the traditional process of creating marketing communications does not meet the demands of contemporary marketing, i.e. the need to react in real-time and to have permanent presence in social media sites.
So we created a process that enables communication with consumers all-over the web and we can take part in conversations wherever they take place. We broke free from the traditional model of online marketing and set our playground to be the entire web.
We take part in conversations with the target group about the things that interest them and have a visible presence at the sites where they spend their time. The user Pepsi Max Suomi (pepsimaxsuomi) produces daily brand-related content that is relevant to the target group, without overemphasizing the brand too much, as the target group would not appreciate it.
We created a ground-braking, cost-efficient model, where we made possible for Pepsi Max to be present at numerous social media sites and aggregated the content created at several locations to a stream of content that updates many times per day.
Through continuous measurement we know what the target group is interested in and can help them in the transformation from passive receivers of advertising to active, conversational brand fans.