Case analysis: PepsiCo online and offline linkage planning case

① Enhance brand image

②Add new users

③ Improve retention of old users

④Increase product sales

Mainly: Endorsement star fans (female)

A certain star endorses Pepsi and creates jingles and MVs, which is very attractive to fans.

Secondary: Pepsi lovers (including new and old consumers)

Mind Map

Process Map

4.1 Market Research

Time: XXXX-XXXX – XXXX-XXXX

Survey method: Fan group survey

① Questionnaire design

Designed around the question of "whether it can attract fans of a certain celebrity to participate in the event".

②Distribute questionnaires

Questionnaires were distributed among a celebrity’s Weibo fan group, QQ fan group and Douban fan group.

③ Questionnaire collection

And statistics (fans' participation intention)

Person in charge: SC, Marketing Department

4.2 Activity Plan

Time: XXXX-XXXX – XXXX-XXXX

The operations department designs the activity processes and rules, lists the work required by each department (including partners), communicates with each department (including partners), and modifies the plan.

Person in charge: YY, Operations Department

4.2.1 Activity plan - online part

Preheat

Time: XXXX-XXXX – XXXX-XXXX

It takes the form of a three-day countdown.

D3: Pepsi announced through various channels that it was “going to do something big” and hinted that it was a certain celebrity. After @ing the celebrity on Weibo, the celebrity responded and both parties said they would cooperate.

D2: Both parties announced that this cooperation is a multi-stage cooperation (advertising songs and MVs, as well as subsequent offline activities ). The advertising song was released on Weibo, WeChat public accounts , NetEase Cloud Music and TME platforms.

D1: Announce the next phase of activities and publish the activity rules.

Formal Events

Time: XXXX-XXXX – XXXX-XXXX

Starting today, you can charge the "activity" by voting. When you reach a certain level, you will unlock a short video of a celebrity.

(1) Short video: Shot from the perspective of a celebrity’s girlfriend, from acquaintance to love, a traditional Mary Sue model, with Pepsi being the core part. Each short video is about 2 minutes long, and you can unlock two per day. To allow fans to experience the growth of a relationship with the star, the video was first released offline and then released on various platforms ( social platforms and video platforms) 20 minutes later.

(2) Charging: Users vote in various ways to charge the activity. When the level reaches a specified level, the video will be unlocked.

(3) Voting: Voting can be done in the following ways:

1) Forwarding on social platforms

2) Share on social platforms: Share with friends, and they will get a chance to vote.

3) Purchase Pepsi products and scan the QR code: Scan the code to vote and automatically share.

Event Follow-up

Time: XXXX year X month X day

① Edit Pepsi’s video and short video together to create an interactive feel. It was also released on Pepsi’s official Weibo and a celebrity’s Weibo.

② Announced that there will be more cooperation in the future, and hoped that everyone will pay close attention.

4.2 Activity Plan - Online Content Development

① Soft articles and advertising slogans required for each promotion channel ;

② Design of the event website (art and charging system);

③ Short video script design and shooting (partner)

Details

(1) Short videos:

The short video is to satisfy the wishes of a celebrity’s fans to “become a lover with someone”;

The content is based on novels for women, and covers the steps from acquaintance to love.

The plot of the video must be related to Pepsi;

In terms of shooting perspective, the first-person perspective is adopted to make customers feel as if they are in the scene.

The video length is controlled between 30S and 50S.

You can refer to the series of advertisements that Yui Arata made for TOYOTANOAH

4.2 Activity plan - offline part

Formal Events:

Time: XXXX-XXXX – XXXX-XXXX

① Purchase Pepsi products and scan the product QR code to vote;

② Posters are placed at bus stops, and advertising boards are placed at supermarkets and other sales points;

③ Place "Pepsi kiosks" in various places, open at random locations (locations with high traffic volume ) after 7:30 pm every day;

④ Participants of offline events can receive a limited edition mug.

About Pepsi Kiosk:

The appearance is similar to that of a telephone booth, it is opaque and has a life-size screen inside that plays short videos.

After the short video is unlocked online, it will be played first in the Pepsi kiosk, where cameras are set up to record the reactions of the participants for later editing.

The Pepsi kiosks will appear in random locations, with a limited number of people allowed in (pending: participants will receive souvenir rewards).

4.3 Content, Function Design and Testing

Time: XXXX-XXXX – XXXX-XXXX

Online test:

Designed according to the requirements of 4.2;

Handover of short video and endorsement (pay attention to the schedule);

Design of event website;

Tracking points - the number of reposts and votes on each channel, and the number of reposts and comments on each short video;

Complete the required basic tests

Offline testing:

Product bottle packaging design (QR code);

The design of the Pepsi kiosk;

Design of bus stop posters;

Design of offline gifts (mugs);

Responsible for: Technical Department JS Product Department CP Operation Department YY

4.5 Channel Promotion

Time: XXXX-XXXX – XXXX-XXXX

Online promotion :

Social Platforms

Weibo: Official Weibo, celebrity Weibo, ads are posted every two hours;

KOL marketing : 50 high-traffic bloggers forward and interact;

WeChat , QQ Space: Moments , QQ Space carousel advertising space , 6 days, (including the event period);

Advertisements on other social platforms (Renren, Douban, etc.);

Video Site

Tudou, Youku, iQiyi , Sohu banner position carousel ads

Music App

Kuwo, Kugou, QQ Music, BANNER advertising song promotion

Responsible: Promotion Department TG

Offline promotion :

Bus stop poster

Point of sale billboards

4.6 Activity Execution

Time: XXXX-XXXX – XXXX-XXXX

Offline activities need to be checked, materials prepared, and arrival at the event venue 2 days before the event.

For example: storage at Pepsi kiosks, inventory of promotional products, placement of posters at bus stops, and placement of point-of-sale advertising boards.

4.7 Activity Summary

Time: XXXX year X month X day

Check, record and analyze activity data;

Summarize and analyze the results of the activities, such as: whether the expected results have been achieved, points that can be retained, points that need to be rectified, etc.

Responsible person: All departments

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Product promotion services: APP promotion services Advertising platform Longyou Century