Page 169 - Best Digital Marketing Campaigns in the World

160 The Best Digital Marketing Campaigns in the World

On average, 225,000 SMS messages were received each day. Overall partici-
pation was in excess of 16.2 million messages.

A total of 5.7 million people called participants with the Pepsi promo tone
during the campaign, resulting in the Pepsi jingle and message being listened
to more than 20 million times. IVR calls created the desired effect: 82 per cent
of participants didn’t hang up and listened to the entire call.

The campaign outperformed all previous Pepsi promotions and overreached
sales targets. For the first time 63 per cent of sales came from multi-serve
packs and Pepsi’s market share in multi-serves increased by 17 per cent.

The total cumulative market share of Pepsi increased by 5 per cent.

Lessons

With any campaign it’s crucial to tailor your offering to both the needs of your
target audience and the environment in which they find themselves at the
time. That’s exactly what the creative team did here, using a combination of
free mobile phone talktime and cash prizes as an incentive for people to
engage with the campaign, and selecting the mobile phone as a practically
ubiquitous vehicle to reach out and connect with their selected market. The
success of the campaign shows the potential of a creative mobile campaign
effectively executed.

A particularly interesting aspect of this campaign is the way the team encour-
aged the target market to engage through a digital channel that they had
previously been unfamiliar or uncomfortable with. Using a celebrity advocate
to guide and encourage them, the campaign leveraged traditional media to
persuade housewives to embrace the text-to-win promotional model, driving
them to engage through its reach and creating a fertile foundation for the next
text-to-win promotion the team runs.

Marketers, lest we forget this is all about return on investment (ROI). The
agency should be applauded for demonstrating their clear understanding of