Case study Online campaign của Pepsi Tết 2009

1. Nguyen Phuong Dung
INNITY VIETNAM

2. Nguyen Phuong Dung
INNITY VIETNAM

3. AGENDA

4. Background Information
• PRODUCT: Pepsi Cola Drinks
• COMMUNICATION MESSAGE:
”Rước trọn tứ linh, Nghinh xuân như ý”
• TARGET AUDIENCE: Young people at the Age of 15-
29 years old: Youthful, modern, fun & exciting, new
experience seeking.

5. Background Information
• CAMPAIGN OBJECTIVES:
– Embrace traditional TET(Lunar New year) values in a Pepsi
way
– Get the direct response from Pepsi consumers and make
the best wish to them during Tet holiday 2009 through Online
activities.
• CAMPAIGN PERIOD:
18th December, 2008 to 20th January,2009

6. Concept Idea
• 4 LIFE ANGLES
• 4 LIFE PASSIONS
• Dragon - Success
• Unicorn - Luck
• Tortoise - Health
• Phoenix-Happiness
 BUILD 4 STORIES – RELEVANT – CONNECTED
 BUILD 4 ROOMS FOR USERS TO EXPERIENCE/
EXPRESS/ LIVE & DEMONSTRATE THEIR PASSIONS

7. Digital Activation
Rich media banners Standard banners
ATTRACT
A microsite
ENGAGE URL: www.pepsiworld.com.vn
• Online activities (horoscope, flower growth, karaoke…)
to introduce 4 Creatures
• Weekly prize and Grand prize of a campaign will be rewarded
• Viral tool using Pepsi Widget to
send/receive E-card

8. Digital Activation
Inform and Attract users to the Microsite by
running:
• Rich media banners (Demo)
• Standard banners (Demo)

9. Results – Rich banners - 1
The CTR of rich banner is impressive – 1.69%
Date Publisher Impression Visitors Frequency Clicks CTR
18 Dec - 31
Kenh 14 1,695,057 275,390 6.16 32,179 1.90%
Dec
23 Dec - 31
Mp3.Zing.vn 12,278,817 2,728,580 4.50 39,286 0.32%
Dec
24 Dec - 12
Vietboom.com 2,830,074 261,503 10.82 10,322 0.36%
Jan 09
25 Dec - 11
Nghenhac.info 1,673,276 301,325 5.55 82,759 4.95%
Jan 09
27 Dec - 12
Anhso 1,958,768 265,823 7.37 173,087 8.84%
Jan 09
27 Dec - 12
Diendanlequydon 2,022,184 239,560 8.44 41,097 2.03%
Jan 09
Total /average
22,458,176 4,072,181 6.00 378,730 1.69%
Marketers like to know

10. Actual
Results – Rich banners - 2
impression
Date Publisher Impression Visitors Total Interaction interaction
rate
1,695,057 275,390 64,703.00 3.82%
18 Dec -
31 Dec Kenh 14
12,278,817 2,728,580 2,809,554.00 22.88%
23 Dec -
31 Dec Mp3.Zing.vn
2,830,074 261,503 181,074.00 6.40%
24 Dec -
12 Jan 09 Vietboom.com
1,673,276 301,325 347,362.00 20.76%
25 Dec -
11 Jan 09 Nghenhac.info
1,958,768 265,823 665,790.00 33.99%
27 Dec -
12 Jan 09 Anhso
2,022,184 239,560 638,296.00 31.56%
27 Dec -
12 Jan 09 Diendanlequydon
Total /average 22,458,176 4,072,181 4,706,779 20.96%

11. Results – Standard banners
Standard banner
Publisher Impressions Visitors Frequency Total Clicks CTR
Thanh nien * 35,870,275 1,456,370 24.63 4,963 0.01%
Ngoisao 42,775,767 - - 4,581 0.01%
24h.com.vn 1,785,735 - - 2,684 0.15%
Yeah1 - - - 4,955 -
vnexpress 32,966,963 - - 7,412 0.02%
yahoo 3,443,795 - - 59,756 1.74%

12. Results – Cost Effectiveness Rich banners
20,000.00 140.00
120.00
15,000.00 100.00
CPM, CPC
80.00
CPR
10,000.00
60.00
5,000.00 40.00
20.00
0.00 0.00
Mp3.Zing. Vietboom Nghenha Diendanl
Kenh 14 Anhso
vn .com c.info equydon
CPM 18,671.94 4,570.96 3,914.21 13,618.79 6,867.20 7,434.41
CPC 983.56 1,428.65 1,073.19 275.35 77.71 365.81
CPR 114.93 20.57 42.36 75.63 50.60 62.76
CPM CPC CPR

13. Results – Cost Effectiveness - Standard banners
25,000.00
20,000.00
15,000.00
10,000.00
5,000.00
0.00
Thanh 24h.com vnexpre
Ngoisao Yeah1 yahoo
nien .vn ss
CPM 1,658.76 493.74 14,399.8 0.00 1,601.60 20,891.8
CPC 11,988.7 4,610.35 9,580.58 2,421.80 7,123.58 1,204.01
CPM CPC

14. Results - Microsite-Pepsiworld.com.vn
In 3 weeks:
• 154 thousand Visits and Half a million of page-views
• Users spent ~ 3 minutes/visit and ~3.3 pages/ visit

15. Results - Microsite-Pepsiworld.com.vn
In 3 weeks:
Online campaign attracted ~ 130 thousand people

16. Results – Widget Microsite
•A widget - an application for members
to log in, send/receive e-cards.
•Statistics:
Members: 487
E-cards sent: 4,488
Downloads: 508
Total Pageviews: 6,572
Bounce Rate: 34.81%
Avg. time on site: 6min 34sec
New visits: 66.49%
Has been used: 1,537 times

17. DISCUSSIONS AND CONCLUSIONS
• Rich media banners have attracted more interactions
and clicks than standard banners
• The campaign has met the KPI Target of PEPSICO.
• Which data are the most important to assess the
success of a campaign?
– Impression and Click (Beginner)
– Unique visitor and Interaction (Advanced)
– Cost efficiency (CPM, CPC, and CPR – Cost per Reach)