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Pepsi - Mollie Dargan

Pepsi's 'Cool Eco-School' campaign targets college students aged 18-25, promoting environmental awareness through a contest where schools compete to be the 'greenest' for a chance to win a concert and festival. The campaign utilizes social media platforms like Twitter, Facebook, and YouTube to engage participants and promote their initiatives, alongside a $25 million budget. Both brand awareness and social media integration are key goals, alongside improving Pepsi's environmental image and sales.

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PEPSI “Cool Eco-School” Campaign Mollie Dargan
Products Carbonated soft drinks Waters Energy Drinks Ready to drink teas Juices Dairy-based drinks Ready to drink coffees Sports drinks Information 2009 Revenue: $3.3 billion Launched “Pepsi Refresh” campaign in 2009 Where Pepsi gave away millions to fund great ideas Created two major initiatives to bring clean, safe water to developing countries Introduced Pepsi Recycling and Pepsi Eco Challenge
Competition and Challenges Main competitor: Coca Cola $7.51 billion – revenue Placed more than 73,000 HFC-free coolers globally Named to the Dow Jones Sustainability World Index Introduced plantbottle, plastic bottle made from 30% recycled material and is 100% recyclable Other competition includes other coffee, energy drink, juice, and soda brands Greatest challenge: To enhance and improve Pepsi’s social media use To better integrate the company’s online, social media sites
Goals Pepsi’s Goals To make the company more environmentally aware and to make Pepsi consumers more environmentally friendly To be the number one selling soda in America and also to be ranked the number one soda by consumers Campaign Goals Increased traffic to Pepsi’s website and social media sites Increased search engine rankings Higher brand awareness Improved sales
Campaign Theme New Campaign: “It’s Cool to Be an Eco-School” Will create a contest aimed at college students The contest will allow students to compete to become the “greenest school” in the nation, winning schools will win a free concert and festival Schools will be judged on many criteria including video contests, votes on Twitter, and Facebook fan pages Internet based campaign Will mostly use the internet and social media sites to advertise this campaign A short TV ad that says “Are You Eco-Cool?” with the Pepsi logo will be used as well Pepsi already has a good handle at social media sites but this campaign will help Pepsi to expand its target market and to make a better, more effective, and more efficient use of the company’s social media sites
Campaign Target Market College students Age: 18-25 years old Well rounded, educated, concerned about the environment How Product Will Be Advertised Social Media Sites: Twitter Facebook YouTube Online blogging Google AdWords
Campaign Twitter: Pepsi will use Twitter as a tool to monitor votes for schools Students will have the opportunity to tweet about their school and as long as their school name and “Pepsi Eco-School” is mentioned in the tweet their vote will be counted Pepsi will also create its own account so that people can tweet at and re-tweet what Pepsi has to say (this will also count as a vote towards a school) Facebook: Pepsi will use Facebook as a tool to gain fans Any school that is competing will be able to create an official fan page for that school in regards to the “Cool Eco-School” campaign This fan page will allow students to keep in touch with each other if they have any ideas in regards to the contest
Campaign YouTube Pepsi will allow students to upload videos onto a YouTube page that shows what a person has done in their school community to become more eco-friendly This will allow others to watch and learn new things they can utilize when trying to become eco-smart Online Blogging Pepsi will create a blog that will keep people updated on the contest and it will also give tips on how to become a more eco-friendly campus The blog will include different links to winning YouTube videos and popular Twitters that tweet about being an eco-school Google Adwords Pepsi will create a campaign with Google AdWords so that when certain keywords are searched for on Google an ad for the “Pepsi Cool Eco-School” will show up Keywords will include: Pepsi, eco-friendly, going green, eco-smart, cool school, environmentally friendly, etc.
Campaign Budget $25 million A $5 million increase from the current “Refresh” campaign This extra money will be used to allocate advertising in places and ways the “Refresh” campaign failed to do so Timeline: The campaign will start in April and run until the middle of September (concert and festival for winning schools will occur in October) Since Pepsi already uses social media sites, this campaign will be used to better enhance the company’s social media use Right now Pepsi does not have a verified Twitter account, but Pepsi does have more followers than Coke Right now Coke has more fans on Facebook Pepsi has used YouTube before so the company has knowledge of the site
Measures of Success Twitter Monitor tweets through sites like Hootsuite and Twendz Look at number of followers and @Pepsi tweets Blogging Monitor how many followers blog has Search blogs to see if others are blogging about contest Facebook Look at number of fans for different schools YouTube See which schools are most active Look at number of schools that have uploaded videos Google AdWords Monitor cost-per-click Use Google Analytics to see how many times the campaign is searched