Someone once said that having a Twitter account is like talking to yourself, hoping someone will join in.
Not everyone is lucky to have a following
on Twitter. Even many brands have difficulty finding a corner of Twitter where
they can convey their messages to the right audience.
Beverage giant Pepsi is one of the most talked
about brands on social media, specifically Twitter, and is the most hyped in
the beverage/drink category. In 2020, Pepsi was the only non-tech brand in the
Top 10 of the Most Tweeted Brands for the year, alongside brands such as
Spotify, Apple, Netflix, Lazada, and Shopee. This was achieved with an
advertising budget lower than that of other big beverage brands as seen in a
study. This is called connecting with your audience. Forward to 2021, the buzz
about Pepsi continues online with content that’s relevant and always timely.
A brand's social media presence plays a critical role in establishing its identity and Pepsi has succeeded in establishing itself as brand with a fun and youthful vibe that aims to push the next generation to reach their goals and dreams making it one of the most talked about brand on Twitter in 2020.
"What makes a content stand out is its
cultural relevance; if the community shares the same sentiments and if it
echoes the conversations prevailing at the moment. In Pepsi's case, they were
able to cut through the noise by incorporating the language of their target
audience and tapping the right people to get it across," shares Tina Pang
- Head of Client Solutions, Southeast Asia, Twitter.
Pepsi's campaigns, which include the viral
#PepsiHitSaSarap, are innovative yet traditional. For the Hit Sa Sarap
campaign, the brand emphasized the importance of enjoying meals with family and
friends. The campaign included giant screens on the streets of LA and New York
featuring the faces of Kathryn Bernardo, Daniel Padilla, SB19, Mimiyuuuh, and
Ricci Rivero.
Pepsi Hit Sa Sarap reminded us of how nice
it is to sit down for a meal with people we love and treasure. What better way
to enjoy our favorite food than with Pepsi?
"At a time when consumers have the
full power to determine what goes viral, it is not enough for people to enjoy
our advertising material. Our communications need to stand out and be
captivating for consumers to share, post, tweet, and pin. They need to love
it," says Gutzee Segura, CSD Marketing Lead, PepsiCo PH.
As a brand, Pepsi is attuned to what is
happening on Twitter. It listens to what its audience is saying and responds to
what it sees as relevant content.
Pepsi believes that their endorsers and brand ambassadors serve as a seamless extension of the brand and help amplify their story
As Segura puts it, "It boils down to
knowing what your target market wants, what they’re looking for, and serving that
to them."
"People are keeping it real on
Twitter, so these conversations definitely give a brand its much needed boost
on awareness or engagement and in a way, in driving purchase intention, and
sales," says Pang.
Pepsi looked at Twitter insights on K-pop
and P-pop, then used these to highlight content about Blackpink and SB19. From
these insights, the brand knew what type of content their target market (young
millennials and Gen Z 16-25 years old) was looking for.
This target market values its online identity,
being digital natives.
"Being at the prime of their youth,
they always want to enjoy and maximize life’s experiences. However, given the
pandemic, these experiences have been limited to in-home activities so Pepsi
provides them with the experiences that satisfies their need for variety,
novelty, and excitement from their usual days," said Segura.
According to Kantar, 91% of Pepsi's target
market drink carbonated drinks so the brand's endorsers and brand ambassadors
are selected based on who best personifies the brand’s personality, values, and
purpose.
Blackpink was chosen because the group has
a youthful attitude and zest for life that perfectly embodies the Pepsi brand.
Kathryn Bernardo, Daniel Padilla, SB19,
Ricci Rivero, Alyssa Valdez, Kiefer Ravena, and Mimiyuuuh were picked because
their young fans are inspired by their success, hard work, and positive
attitude.
"Our endorsers and brand ambassadors
serve as a seamless extension of Pepsi and help amplify our story,"
mentions Segura.
A brand's social media presence plays a
critical role in establishing its identity and Pepsi has succeeded in
establishing itself as brand with a fun and youthful vibe that aims to push the
next generation to reach their goals and dreams.
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