Finding a way to stop a
sponsorship wheel spinning
MARK1 ALWAYS EVOLVING
Always Evolving
CASE STUDIES
Pepsi Max is a global brand but is up against stiff competition in the South African market, we were approached to reduce apathy and increase market share for this international giant.
Always Evolving
CASE STUDIES
Pepsi Max is a global brand but is up against stiff competition in the South African market, we were approached to reduce apathy and increase market share for this international giant.
Always Evolving
CASE STUDIES
Pepsi Max is a global brand but is up against stiff competition in the South African market, we were approached to reduce apathy and increase market share for this international giant.
125
YEARS OF
HISTORY
61K SA SOCIAL FOLLOWINGS
SA MARKET SHARE: 5,5%
In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.
THE MARKETING CHALLENGE
By creating a competition with topical posts on multiple digital platforms announcing the new prizes up for grabs. By syncing paid media with live sporting events we were able to get great engagement and create stronger brand association.
THE MARKETING SOLUTION
6% INCREASE
IN BRAND RECOGNITION
the marketing challenge
In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.
SKILL MIX
the marketing solution
Give Pepsi fans the chance to win the amount of money a footballer makes in an hour, R200 000. By syncing paid media with live sporting events to announce weekly prizes, we were able to get great engagement and create stronger brand association.
6% INCREASE
IN BRAND RECOGNITION
RESULTS
120%
Increase in sales
(165,000 cases to 350,000 cases) with demand outstripping distribution
1.9%
From 0.8% Increase in market share
86 Million
Impressions across all channels
56 Million
Digital impressions
230,000 Entries
30,000 more than target
2,135,656
Engagements
80%
Positive online sentiment
8.25%
Twitter engagement
rate
2.5x the benchmark for the CPG vertica
WHAT WE DID
125
61K SA SOCIAL FOLLOWING
SA MARKET SHARE: 5,5%
YEARS OF HISTORY
In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.
THE MARKETING CHALLENGE
Give Pepsi fans the chance to win the amount of money a footballer makes in an hour, R200 000. By syncing paid media with live sporting events to announce weekly prizes, we were able to get great engagement and create stronger brand association.
120% INCREASE IN OF
SALES OFF THE BACK
A CONSERVATIVE BUDGET
THE MARKETING SOLUTION
SKILL MIX