New Year activation: Start the year with a Smile

Transcription

1 PepsiCo Smile platform New Year activation: Start the year with a Smile Maria Vysotskaya Senior digital manager, PepsiCo April 19 th,

2 PepsiCo mission 2

3 New Year activation: key pillars Umbrella message: Start the year with a Smile Pillar 1: Sales Multi-brand (PO1) national Consumer Promo Pillar 2: Social responsibility Secret Santa special project share your smile and get smile back Pillar 3: Viral Smile for a ride special project with taxi 3

4 Multi-brand promo campaign Start the year with a Smile Idea: PepsiCo brands bring smiles to the faces of our consumers&customers by making long NY vacations interesting with wonderful ideas and gifts. Mechanics: buy pack -> register it at Nysmile.ru -> win prizes 4

5 Promo eco-system SMM CRM Banners OLV, Context Influencers Promo site NYsmile.ru VK Games integrations Prizes, Game, NY calendar, Tests, NY advices, Wish-list Promo-pack In-store 5

6 NY tests Promo site engaging content Wish-list NYSMILE.RU TOTAL unique visitors 3 NY tests with 8 questions in each Game Create your personal wishlists which you can share with friends in SNs Advices Chat-bot Mini-game: collect prizes, which Santa throw from helicopter. Enter promo-code and get additional power in game Video- and text advices about different NY topics 6

7 Engagement results Time spent on site 5 minutes Tests ~ Advices views ~ Wish-lists ~ Chat-bot sessions

8 Chat-bot is the must for promo What Chat-bot on winter promo-site Key functional Answer FAQ and other questions about promo Help consumer find promo code in pack and register it Engage users in other onsite activities (game, tests, advises, etc) Get consumers feedback. How Is activates by user (user starts communication first). Manual learning (not selflearning). 8

9 Other How to register codes How to find the code Action dates Registration issues How to get the main What prizes are in Action territory How to receive the How many codes can Chat-bot winter promo results Results for 13 weeks 35,0% 30,0% 33,0% % of subjects Chat activations: Unique users: (15% of website visitors) Hot line calls: 56% lower 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% 18,0% 14,0% 11,0% 7,0% 5,0% 4,0% 3,0% 3,0% 2,0% Feedback form requests: 66% lower 9

10 Secret Smile special project 10

11 Secret Santa special project Support the PepsiCo company s mission «Win a smile!» and give a jump-start to it! During so much loved in Russia New Year s period offer to consumers to bring joy to each other and to make the most valuable present smile, with the help of resource by PepsiCo. Develop a multi-brand campaign in order to increase the awareness about PepsiCo company as famous brands owner. 11

12 Mechanics on the web-site In order to join the project and receive greetings from Secret Santa, the user had to: 1. Fill in the registration form on the website 2. Fill in the information about his profession and hobby 3. Choose the recipient of the greeting one of three strangers who are participants of the project presented at random 4. Create and send photo or video greeting 5. Get a digital gift for the project support after the work has passed through the moderation process 12

13 Results greetings have been done, 50% of traffic are referrals from nysmile.ru and blogger channels on YouTube; 80% of all registered users are PepsiCo core TA 13

14 Creative promo-posts Conversion 2,59% Conversion 2,56% Conversion 2,42% A benchmark for an average conversion to visits with registrations from impressions, clicks and visits is about 1,5-2%, so these creatives have demonstrated very good results. Google analytics and media data

15 Smile for a ride Taxi special project Russian people barely smile, especially on first days of New Year, especially in a taxi. PepsiCo wants to change this and wishes all customers to start a year with a smile. 15

16 PepsiCo & CityMobil partnership Order a taxi on 1 January 2017 Smile to a camera to get a free ride Get your PepsiCo product as a reward You can order a regular car but it could come with a New Year surprise inside. We will have 30 special cars in Moscow At the back seat, there is a tablet with face recognition app, it tracks whether you smile or not. If you smile counter stops, if not it works as regular. Once your ride finished you can put your hand into PepsiCo reward box, and get Pepsi, Lay s, Lipton Ice Tea or Lyubimiy juice as a reward. 16

17 Smile detection app To keep people smiling along the ride our application will interact with passenger, showing him funny pictures and telling jokes. If passenger doesn t smile we will cheer him up, if he keep smiling we will encourage him to smile more. Tablet frame be branded with POSM, rough sketch below (WIP) At the top of the screen there will be a counter, which will count forward if passenger stop smiling, and it will count backward if passenger smiles. 17

18 Project ecosystem Pre production phase Activation phase Post PR phase Test drive 1 day, 1 taxi, to create a 2 min. video for post PR. Taxi integration - 30 branded cars in Moscow; - Smile recognition tablets on the back seat of each car; - Reward-box on the front seat of each car; Post PR video seeding 1 taxi to create bloggers videos Bloggers video publications Earned media shares Media: Paid Owned Earned 18

19 Top-bloggers support 19

20 Taxi activation,1 st of January Promo activation took place on 1st day of Each passenger of special taxi was able to get a free ride for a smile, and in the end of a ride all passengers were receiving gifts (PepsiCo products) x 30 Cars with PepsiCo logo on rear windows and smile recognition technology ~ 600 People made rides using branded cars 20

21 Thank you! 21