Pepsi launched the Pepsi Refresh Project in 2010 to fund ideas submitted by consumers that could help refresh the world. Over the course of the project, Pepsi donated $20 million to fund over 400 ideas and engaged millions of consumers through online voting, contests run with celebrity partners, and campaigns tied to sports leagues. The project was highly successful at driving engagement on social media and led to increased purchase intent for Pepsi products. In 2011, Pepsi relaunched the initiative as the Pepsi Challenge with a modified approach of funding more smaller grants to support grassroots projects.
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
Social Media for Integrated Marketing
1. Social media for integrated marketing!
Gaurav Mishra | Gauravonomics!
Asia Director of Social Media,
MSLGROUP!
2. Six stages of social media integration!
06.29.2010 | P2
3. Six stages of Based on interactions with 1500+ marketing and communications
social media professionals in Asia, all companies can be mapped across six
stages of social media integration.!
integration!
4! 5! 6!
Letʼs integrate Letʼs integrate
Letʼs integrate
Integration! social into our social into our
social into our web
marketing and business
platforms!!
comms programs!! processes!!
2! 3!
Letʼs create a Letʼs run a
Incubation! Facebook page or Facebook contest
! a Twitter profile!! or a Twitter
influencer program!!
1!
Letʼs create a
Inaction! campaign or
country microsite!!
Platforms! Programs! Processes!
4. Stage 1:
Let's create a
campaign or
country
microsite!
• In stage 1, microsites are
created to push out information
on a campaign or a topic.!
• Typically, microsites have a short
shelf-life and limited content.!
• The award-winning 2009 Plug
Into the Smart Grid augmented
reality microsite has been
abandoned.!
Source: GE Plug Into the Smart Grid!
5. Stage 2:
Let's create a
Facebook page
or a Twitter
profile!
• In stage 2, Facebook or Twitter
accounts are created to push out
news updates about a topic.!
• Typically, most updates include
links to news items and
engagement with followers is
limited.!
• The Facebook and Twitter
profiles of the GE ECLP blog
merely link to blog posts without
any engagement.!
Source: GE ECLP on Facebook, Twitter!
6. Stage 3:
Letʼs run a
Facebook
contest or a
Twitter
influencer
program !
• In stage 3, tactical, short-term,
channel-specific campaigns are
run to increase engagement, like
a Facebook contest, a Twitter
influencer program, or a blogger
program.!
• GE tied up with influencers on
YouTube and HowCast, who
asked their fans for eco-friendly
tips, then filmed and promoted
their favorite tips.!
Source: GE Tag Your Green!
!
7. Stage 4:
Letʼs integrate
social into our
web platforms!
!
• In stage 4, the website is
reimagined as a social hub.!
• By adding social features into
the website itself.!
• By integrating website with
social platforms like Facebook,
Twitter, LinkedIn, Slideshare and
YouTube.!
• GE showcases the Twitter and
Tumbler feeds of selected
experts on its website and
prominently links to the
application from the GE.com
homepage.!
Source: GE Expert Feed,
GE Healthymagination!
8. Stage 5:
Letʼs integrate
social into our
marketing and
comms
programs! !
• Designing marketing programs
to connect people around a
shared social heartbeat.!
• GE is asking consumers,
influencers, film-makers and
experts to share their stories on
what environmental
responsibility means to them.!
Source: GE Tag Your Green!
9. Stage 6:
Letʼs integrate
social into our
business
processes! !
• Leveraging social media as a
tool for business transformation
by integrating it with sales,
support and innovation
processes.!
• GE invites and funds ideas to
improve how we power our
electricity grids and our homes.!
• GE has tied up with four VCs to
create a $200 million fund for
ecomagination challenges.!
Source: GE Ecomagination!
11. The social
heartbeat
framework !
Brand Brand
z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
z
Shared
Evangelist Evangelist brand Energizing
persona! passions! story! programs!
Evangelist Insights! The BIG Idea! Short-Term!
12. The role of
platforms and
programs !
Programs attract attention!
Program 3!
Program 2!
Platforms
Attention/ Program 1! retain
Permission! attention!
Time!
15. Pepsiʼs Super
Bowl obsession!
• Pepsi spent $142 million on
Super Bowl ads in the last
decade with ads that were full
music videos with top celebrities.
Pepsi spends more than half of
its marketing budget on TV ads.!
Source: Pepsi We Will Rock You!
16. PepsiCo
Performance
with Purpose! Indra Nooyi, CEO & Chairman!
At PepsiCo, Performance with
Purpose means delivering
sustainable growth by investing
• In 2009, PepsiCo committed to in a healthier future for people
the promise of “performance with and our planet.!
purpose”, committed to
environmental sustainability, Frank Cooper, Chief Consumer Engagement Officer!
human sustainability and talent
Each of our beverage brands
sustainability, and launched
Pepsiʼs Refresh rebranding.! has a strategy and marketing
platform that will be less about
(creating) a moment, more about
a movement.!
Pepsi Refresh TVC featuring Bob Dylan & Will.i.am!
Every generation refreshes the
world. Now itʼs your turn.!
Source: Pepsi Refresh ad!
17. Pepsi Refresh
Project!
Brand Brand
sustainability.!
§ Environmental, human, talent
§ Fun for you, better for you,
good for you products.!
z
Organizing
persona! values! § Refreshing thirst, refreshing the
Social platform!
world.! heartbeat!
Brand Insights! Long-Term!
z
Shared
Evangelist Evangelist brand Energizing
persona! passions! story! programs!
Evangelist Insights! The BIG Idea! Short-Term!
18. Pepsi Refresh
Project!
Brand Brand
z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
z
Pepsi Optimism Project (POP)
Survey findings: Young people
Shared
Evangelist Evangelist in the US believe that the best
brand Energizing
persona! passions! ideas are more likely to come
story! programs!
from "normal people" as
opposed to public figures.!
Evangelist Insights! The BIG Idea! Short-Term!
20. Pepsi Refresh
Project!
Brand Brand
Pepsi helps young people
refresh the world.!
z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
z
Shared
Evangelist Evangelist brand Energizing
persona! passions! story! programs!
Evangelist Insights! The BIG Idea! Short-Term!
21. Pepsi Refresh
Project!
PEPSI REFRESH PROJECT: !
Brand Brand
Pepsi will give grants of $20
million to ideas that can help
young people refresh the world.!
!
z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
z
Shared
Evangelist Evangelist brand Energizing
persona! passions! story! programs!
Evangelist Insights! The BIG Idea! Short-Term!
22. Pepsi Refresh
Project!
Brand Brand
z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
z
§ Monthly contests in which 1000
ideas compete for grants worth
$1.3m.! Shared
Evangelist EvangelistSeries of celebrity campaigns
§ brand Energizing
persona! passions!to energize movie and sports
story! programs!
fans.!
Evangelist Insights! The BIG Idea! Short-Term!
23. Pepsi Refresh
MTV Roadtrip !
• MTV VJ SuChin Pak went on
road trip across America to meet
the Pepsi Refresh grant
recipients.!
Source:
http://facebook.com/refresheverything !
24. Pepsi Refresh
Celebrity
Challenge !
• Pepsi Refresh Celebrity
Challenge where Demi Moore
and Kevin Bacon promoted their
favorite causes. !
Source:
http://facebook.com/refresheverything !
25. Pepsi Refresh:
One Goal in
Mind !
• In the run up to the FIFA World
Cup, Pepsi Refresh tied up with
the US soccer team to run a
contest where three players
promoted their favorite ideas!
Source:
http://ussoccer.com/pepsirefresh!
26. Pepsi Refresh:
NASCAR
Contest!
• Pepsi Refresh ran a contest with
NASCAR where three drivers
promoted their favorite charities.!
Source:
http://nascar.com/promos/pepsirefresh/
index.html !
27. Pepsi Refresh:
MLB Contest !
• Pepsi Refresh ran a contest with
Major League Baseball where
their players promoted their
favorite charities.!
Source:
http://mlb.mlb.com/sponsors/pepsi/
refresh/y2010/ !
28. Pepsi Refresh:
MLS Contest !
• Pepsi Refresh ran a contest with
Major League Soccer where
their players promoted their
favorite charities.!
Source:
http://www.mlssoccer.com/pepsirefresh !
!
29. Pepsi Refresh
Do Good for the
Gulf
!
• Pepsi Refresh also ran a special
contest to fund ideas that can
help in the Gulf oil spill crisis.!
Source: http://gulf.refresheverything.com!
!
30. Pepsi Refresh:
Cherry
Goodness !
• Pepsi Refresh contest where
consumers can win $5000 for
themselves and $5000 to
support their favorite charity by
finding one of the 100 specially
marked Pepsi Cherry products.!
Source: http://refresheverything.com!
!
31. Pepsi Refresh Bonin Bough, Director of Social Media!
Project 2010
Results! More people have voted on
Pepsi Refresh Project than in the
last U.S. presidential election.!
• 8 billion impressions!
Massimo d'Amore, CEO, PepsiCo Americas!
• 76 million votes!
• 17 million unique visitors! People who know of the Pepsi
• 6.5 million registered community Refresh Project have a higher
members!
intent to purchase Pepsi than
• 1.6 million comments!
those who don't.!
• 2.5 million new Facebook fans!
• 25000 volunteers! Anamaria Irazabal, Pepsi Refresh Project Leader!
• $20 million donated to fund 400+
ideas!
Pepsi Refresh Project is going to
• 1 million people impacted by
grantees!
be an integral part of the brand
• 5-10 daily media reports!
going forward, but each market
• Pepsi sales dropped by 6%
will execute it differently.!
compared to 4.3% for the
category.!
Figures from December 2010,
Pepsi Press Release!
32. Pepsi
Challenge in
2011 !
• Pepsi has relaunched Pepsi
Refresh Project as Pepsi
Challenge in 2011. !
• Pepsi Challenge has higher
number of smaller grants to
engage more people, and
encourage independent
grassroots projects. !
• It focuses on more fun
categories like Arts & Music,
Communities and Education.!
• A new Pepsi Challenge every
month is advertised on bottles
and cans and consumers will get
power votes via special codes
on Pepsi packaging.!
34. Skittles Mob the
Rainbow !
• In 2010, Skittles mobilized their
millions of fans on Facebook
through a series of Mob the
Rainbow campaigns to perform
fun random acts of kindness. !
Source: http://skittles.com and
http://vimeo.com/14649975 !
35. Skittles Mob #1:
Valentine the
Rainbow !
• In Mob #1, Skittles invited its 3.5
million fans to send Valentineʼs
Day Messages to a someone
who never gets love: female
parking enforcement officer.
More than 43,000 people sent
Valentineʼs Day messages.!
Source:
http://youtube.com/watch?
v=LYAJwFBma8I !
36. Skittles Mob #2:
Poll the
Rainbow !
• In Mob #2, Skittles asked its 5
million fans to vote on the mob
they wanted. More than 46,000
fans voted for the Skittles Gifting
Tree within a week.!
Source:
http://youtube.com/watch?
v=Poa06ceCcOQ!
37. Skittles Mob #3:
Scholarship the
Rainbow !
• In Mob #3, Skittles told its 7
million fans that if they collected
100000 “likes”, Skittles would
give $10000 to a young man to
attend bowling college. More
than 150,000 fans liked the
campaign within a week.!
Source:
http://youtube.com/watch?
v=GWQxczqQHto ,
http://youtube.com/watch?
38. Skittles Mob #4:
Crash the
Rainbow !
• In Mob #4, Skittles asked its 10
million fans to crash a 85 year
old grandmaʼs party by sending
her gifts and messages, or
showing up for her party. !
Source:
http://facebook.com/skittles?
v=app_105689832803145!
39. Skittles Mob the
Rainbow
Results
!
• Many of these campaigns went
viral and Skittles has grown from
3.5 million to 15 million fans on
Facebook in a year. The
campaign also won a 2010
Cannes Cyber Lion Bronze for
Skittles. !
Source: http://facebook.com/skittles!
41. Starbucks V2V!
• In 2008, Starbucks created the
V2V volunteer network to
connect people and actions
around local Starbucks stores.!
Source: http://www.v2v.net/starbucks !
42. Starbucks Vote!
• Starbucks offered a free coffee
to people who voted in the 2008
US elections.!
Source:
http://www.youtube.com/watch?
v=a2J8KJDsqqY!
43. Starbucks
Plegde 5
!
• In 2009, Starbucks started the
Pledge 5 campaign to
encourage young people to
volunteer.!
Source:
http://www.youtube.com/watch?
v=fom57XAEYWI!
44. Starbucks Red!
• Starbucks tied up with Bonoʼs
Red initiative to donate 5 cents
for every drink to save lives in
Africa.!
Source:
http://www.youtube.com/watch?
v=kkC5qYH0ln0 !
45. Starbucks
Reusable Mug!
• Starbucks encourages its
consumers to switch from paper
cups to reusable travel mugs.!
Source:
http://starbucks.com/thebigpicture and
http://youtube.com/watch?
v=gMqH_c1zY_8!
47. The marketing
comms
ecosystem!
Advertising
agencies!
- Creative!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
Event agencies!
- Experiences!
48. Shift 1: Digital
media to social
web !
Advertising
agencies!
- Creative!
From digital
1! media to the
social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
Event agencies!
- Experiences!
49. Shift 2: Word of
mouth
marketing !
Advertising
agencies!
- Creative!
Digital media to
1! social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
Conversations are
2! measurable !
Event agencies!
- Experiences!
50. Shift 3:
Everyone is an
influencer !
Advertising
agencies!
- Creative!
Digital media to
1! social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
Conversations are
2! measurable !
Everyone is an
Event agencies! 3! influencer!
- Experiences!
51. Shift 4: Viral
multiplier effects
!
Advertising
agencies!
- Creative!
Digital media to
1! social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
4! Multiplier effect Conversations are
via viral sharing! 2! measurable !
Everyone is an
Event agencies! 3! influencer!
- Experiences!
52. Shift 5:
Experiences
trigger Advertising
conversations
! agencies!
- Creative!
Digital media to
1! social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
4! Multiplier effect Conversations are
via viral sharing! 2! measurable !
Everyone is an
Event agencies! 3! influencer!
- Experiences!
Experiences lead
5! to conversations!
53. Shift 6: Brands
creating owned
media! Advertising
agencies!
- Creative! Brands creating
6! owned media!
Digital media to
1! social web!
Media buying
agencies! z! Public relations
agencies!
- Paid media! - Earned media!
Multiplier effect Conversations are
4! 2!
via viral sharing! measurable !
Everyone is an
Event agencies! 3! influencer!
- Experiences!
Experiences lead
5! to conversations!
55. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering
social media across the PLAN-BUILD-ENGAGE phases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
56. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and
social media enterprise change across the consumer activation, corporate
reputation, and employee engagement use cases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Distill actionable insights and • Link back participation and
foresights from conversations action to business objectives
and communities using our through our proprietary
proprietary What IF People's VERITE measurement
Lab approach.! approach.!
!
• Discover a shared purpose • Provide strategic counsel
and brand story that connects across the consumer
the brand values with activation, corporate
evangelists passions.! reputation, and employee
! engagement use cases.!
• Create platforms and
programs to organize and • Design and deliver training
energize brand evangelists, programs to help build
co-create shareable content, enterprise capabilities to
and trigger participation and participate in the conversation
action.! economy.!
57. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing
social media web, mobile, and social applications, through in-house specialists
and partners.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Design and develop private or • Set up, optimize and manage
public community platforms digital assets across channels
using our proprietary What IF and geographies.!
white label community tool.! !
! • Leverage on-site and off-site
• Design and develop social search engine optimization for
applications using the higher search rankings.!
Facebook, LinkedIn and
Twitter APIs.!
!
• Design and develop mobile
applications on the Apple,
Android, and Blackberry
platforms.!
58. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content,
social media communities, and conversations, through dedicated specialists and
integrated communications teams.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Build long-term relationships • Track and participate in
with key online influencers conversations related to the
beyond the "big-box" blogs brand, the category or the
using our proprietary social heartbeat on the
Multiloguer influencer broader social web.!
relationship management tool.! !
• Leverage targeted paid
• Leverage creative storytelling media, primarily social
and rich multimedia content to advertising and search
bring alive the brand story.! advertising, to support owned
media and earned media.!
• Create triggers for community
members to participate and
act, on the community
platforms owned by the brand.!
59. Letʼs stay in touch!
mslgroup.com | gauravonomics.com
gauravonomics on Google/ Skype!
Facebook/ Twitter/ LinkedIn/ SlideShare!