Personalized communication at scale to bring relevance through dynamic creative optimization with 2000+ creative combinations which resulted in 14% sales lift

1. 81%
Decrease in eCPC
38%
Decrease in eCPM
14%
Sales Lift
3.32
ROAS
CHALLENGE
30% of beverages consumed were with food, and it was over-indexed on cola.
To revive the already declined growth trajectory, Pepsi wanted to leverage our
rich culinary diversity targeting Millennials, all the while pushing its brand
narrative of being associated with food at the point of incidence.
APPROACH
Food is already a highly cluttered space and it a personal choice. Moreover, every
region has its own delicacy. To make relevant, 2,000+ dynamic creative combinations
were created combining geo, demo, messaging priority, food people love with the
video viewing pattern and deployed through 6 sec pre-roll bumpers on YouTube.
OUTCOME
178 MN impressions recorded with 38% less eCPM and 81% less eCPC. Cleared
industry norms on reach and branding with higher salience among all CSD brands
(KANTAR IMRB study). There was strong evidence of 14% sales lift with 98%
significance level, resulted in 3.32 ROAS (Google Neilson study)
I N D I A , 2 0 1 8
PEPSI KSSH CAMPAIGN:
BREAKING NEWER GROUNDS

2. 30% of beverages consumed were with food, and it was over-indexed
on cola. To revive the already declined growth trajectory, Pepsi wanted
to leverage our rich culinary diversity targeting Millennials, all the while
pushing its brand narrative of being associated with food at the point
of incidence.
With our proposition being, "Kyon Sookhe Sookhe" - an incite for
consumers to consider with Pepsi as a necessary complement with any
food item, Pepsi was seeking avenues to amplify the message of
partnering with food.
FOOD IS ALREADY A HIGHLY CLUTTERED SPACE AND IT A PERSONAL
CHOICE. MOREOVER, EVERY REGION HAS ITS OWN DELICACY. TO BE
EFFECTIVE, WE NEEDED
o A NEW WAY OF INSTIGATING OUR LOVE FOR FOOD TO CUT
CLUTTER
o TO HIGHLIGHT OUR FOOD DIVERSITY WITH PEPSI AS AN
ESSENTIAL COMPANION
o TO KEEP IT PERSONAL AT THE SAME TIME.
CHALLENGE

3. APPROACH
Past video search and viewing pattern were analysed to prepare a
comprehensive list of all possible videos our TG would likely to watch
considering upcoming key moments would likely to influence the viewing
pattern.
Geo-wise Online order and keyword search volume analysis gave us rich
insights on the combos’ people love, food passion points. Customised
messaging around food were created with carefully constructed fun-filled
messaging to make it super personal and super relevant.
2,000+ Dynamic creative combinations were created combining geo,
demo, messaging priority, food people love with the video viewing
pattern and deployed through 6 sec pre-roll bumpers on YouTube. Thus
on “Swag Se Swagat” song on YouTube, people saw “Shaag se swagat”
messaging with contextual visual elements highlighting the core
proportion around food with Pepsi pairing.
MESSAGING WAS DIFFERENT, HYPER-PERSONAL AND QUIRKY
EVERY TIME, BASED ON THE VIDEO THE USER WOULD BE
WATCHING ON YOUTUBE.

4. - SAUMYA RATHOD, BRAND MANAGER, PEPSI
Pepsi KSSH campaign saw record numbers and never before
response. 178 MN impressions recorded with 38% less eCPM
and 81% less eCPC. Cleared industry norms on reach and
branding with higher salience among all CSD brands
(KANTAR IMRB study). There was strong evidence of 14% sales
lift with 98% significance level, resulted in 3.32 ROAS
(Google Neilson study)
OUTCOMES
3.32
ROAS
14%
Sales Lift
38%
Decrease in
eCPM
STATISTIC
S
81%
Decrease in
eCPC
It was a great amplification for our main
campaign.
.