DIGITAL MARKETING

WHAT IS AND ISN’T WORKING

AND WHAT WE HAVE LEARNED
NOVEMBER 15, 2013

JOSHUA NAFMAN
SR. DIGITAL BRAND MANAGER, PEPSI TM
 JOSHUA NAFMAN

SR. DIGITAL BRAND MANAGER,

PEPSI TM

ANYTHING THAT HAS A PEPSI LOGO

THAT IS ATTACHED TO ELECTRICITY
EVENTUALLY GOES THROUGH ME

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WHAT IS WORKING

WHAT COULD WORK BETTER

WHAT WE HAVE LEARNED

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 PEPSI’S DIGITAL PHILOSOPHY:
DIGITAL FLOWS IN AND OUT OF EVERYTHING

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EVERYTHING ENDS UP SOCIAL

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WHAT IS WORKING?

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SHAREABLE CONTENT

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BUT NOT JUST ANY CONTENT

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BRANDED CONTENT NARRATIVES

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NOTICE I DIDN’T SAY DIGITAL?

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MEDIUM AGNOSTIC

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 EXAMPLE
PEPSI MAX “TEST DRIVE”

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SO HOW DID IT DO?

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 ALMOST 40 MILLION VIEWS

HUNDREDS OF THOUSANDS OF SHARES

OVER 100 MILLION MINUTES WATCHED

TENS OF THOUSANDS OF SUBSCRIBERS ADDED

ALMOST 100% POSITIVE SENTIMENT

BILLIONS OF IMPRESSIONS

THOUSANDS OF POSTS & TWEETS

ALL IN OUR CORE DEMOGRAPHIC

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 THE MOST WATCHED & SHARED
BRANDED CONTENT VIDEO OF ALL TIME

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A HUGE WIN

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BUT MORE IMPORTANTLY

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 THE HEALTH OF THE
PEPSI MAX BRAND IMPROVED

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DON’T FORGET

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DIGITAL NEEDS TO HELP THE BRAND

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SO WHY DID IT WORK?

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MONEY?

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REASON #1:

LUCK

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 REASON #2:

OUR CONTENT APPROACH

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WE PULLED SHARING LEVERS

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 WHICH ARE THINGS YOU DO TO
INCREASE YOUR CHANCES OF A SHARE

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“TEST DRIVE” SHARING LEVERS

A CELEBRITY/SPORTS ICON
BUILT IN SCALE/INTEREST

ON BRAND
“ZERO-CALORIE COLA IN DISGUISE”

PERFORMING THEIR UNIQUE SKILL

CAN YOU DRIVE LIKE JEFF?

PRANK-STYLE VIDEO
REMEMBER THE INTERNET IS CATS & PORN

REAL VS. FAKE

DID THAT REALLY HAPPEN?

IN A RELATEABLE STORYLINE
EVERYONE HAS BEEN IN THE CAR WITH A MANIAC

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SHARING IS THE MOST IMPORTANT METRIC

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BECAUSE YOU ARE WHAT YOU SHARE

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 REASON #3:

OUR DISTRIBUTION APPROACH

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SHARE WITH PEOPLE YOU THINK MIGHT LIKE IT

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 USE PAID MEDIA TO JUMP START AWARENESS

TURN OFF PAID MEDIA IF IT FAILS OR SUCCEEDS

IF SUCCESSFUL, USE OTHER MEDIUMS TO PROMOTE IT

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WORKS ACROSS ALL CONTENT

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PHOTOS
VIDEOS
TEXT

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ACROSS ALL PLATFORMS

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FACEBOOK
TWITTER
TUMBLR
INSTAGRAM
YOUTUBE
VINE
PINTEREST
ETC

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 EXAMPLE #2
PEPSI MAX “UNCLE DREW”

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PEPSI MAX “UNCLE DREW”

PROPS

FACEBOOK/TWITTER

FACEBOOK/TWITTER VINES
 EXAMPLE #3
PEPSI NFL
“ARE YOU FAN ENOUGH”

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PEPSI NFL “ARE YOU FAN ENOUGH?”

PEPSI APP FACEBOOK/TWITTER PROPS

SO WHAT COULD WORK BETTER?

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CONSUMER ENGAGEMENT

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CONSUMER ENGAGEMENT
IS HARD!

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WHAT IS CONSUMER ENGAGEMENT?

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WHEN A BRAND PROPOSES TO A CONSUMER TO TAKE
AN ACTION AND THEY ACTUALLY DO IT

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SO WHAT IS SO HARD ABOUT THAT?

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 REASON #1:

CULTIVATING A DEEP RELATIONSHIP

TAKES TIME AND ENERGY

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 REASON #2:

HAVING A LARGE NUMBER OF DEEP

RELATIONSHIPS TAKES EVEN MORE
TIME AND ENERGY

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 EXAMPLE #1
PEPSI BEYONCE
“DANCE FOR THE CHANCE”

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SO HOW DID IT DO?

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THOSE CONSUMERS ARE ENGAGED!

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BUT THE # OF PARTICIPANTS
COULD HAVE BEEN HIGHER

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IT WAS QUALITY. BUT NOT QUANTITY.

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WHAT ELSE COULD WORK BETTER?

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BRANDS NEED TO FOCUS

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“SHINY OBJECT SYNDROME”

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 EXAMPLE #1:

PEPSI MAX & PINTEREST

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DIGITAL FOR DIGITAL SAKE
DOES NOT A BRAND MAKE

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 ASK
“DOES THIS MAKE SENSE?”

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SO WHAT HAVE WE LEARNED?

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CONSUMERS WANT TO BE ENTERTAINED

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BRANDS NEED TO HOLD THEIR OWN

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YOUR VIDEO WILL NOT GO VIRAL
UNTIL IT DOES

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SHARING CAN BE ENCOURAGED

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BALANCE QUALITY & QUANTITY

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NOT ALL ENGAGEMENTS ARE CREATED EQUAL

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SHINY OBJECT SYNDROME

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YOU ONLY FAIL IF YOU DON’T LEARN

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IF YOU HAVE ADDITIONAL QUESTIONS FEEL
FREE TO GOOGLE ME AND REACH OUT

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THANK YOU!

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