Advertising Case Study
PepsiCo entered India in 1989 and has grown tobecome the country’s largest-selling ood andbeverage company. One o the largest multinationalinvestors in the country, PepsiCo has establisheda business aiming to serve the long-term dynamicneeds o consumers in India.
PepsiCo India spends heavily on TV and Printduring the cricket season as the sport has a hugeollowing in India. Occurring once every our years,the ICC Cricket World Cup is not only the country’sbiggest sporting event but also the biggest mediaevent. Ahead o the tournament in April 2011, KomliMedia, a leading digital media network platorm inthe Asia-Pacifc region, approached PepsiCo withthe idea o doing a major campaign on Facebooktimed to mark the start o India’s run-up to theevent in Dubai.PepsiCo India had our key objectives includingcreating buzz or the company around the CricketWorld Cup by organizing the biggest onlinebranding event. It also wanted to get its cricket-centric television spots closer to consumers andcreate a deeper level o engagement or the brand.What’s more, the brand wanted to drive trafcto an application it had created specifcally orthe Cricket World Cup. The brand’s agency, GroupM, partnered with the brand in the campaign’sexecution.“While the online medium in general oers userinteractivity that’s quite dierent rom traditionalmedia, Facebook in particular oers a unique ormo engagement with our consumers and combinesit with huge reach numbers,” PepsiCo India says.
Facebook Executive Summary
Create buzz or the brand around the2011 Cricket World Cup and ampliythe awareness o its television spots
A Facebook Reach Block eaturingFacebook Premium Video Adsincorporating TV spots rom PepsiIndia’s “Change the Game” campaign
ampliy the eectiveness o theirtelevision advertising as peopleon Facebook can easily share thesame content and engage with itonline
and engaging content, the word-o-mouth marketing at scale thatis possible on Facebook can makeit easy or a brand’s message to goviral
“Facebook offers a unique form of engagement with our consumers and combines it with huge reach numbers.”
— PepsiCo India