From zero to 150'000 fans in 30 days; Pepsi case studyEskimi, 2013-01

GOALS OF THE CAMPAIGN – Reach 150'000 fans in 30 days – Engage with the fans to drive active participation – Connect the activities with UEFA/EPL and AFCON – Launch competitions around Nigerian Idol

Confidential

What we did in Eskimi – Launched a fanclub with viral invite function – Created a viral mobile contest to predict match results for UEFA/EPL and AFCON – Launched Nigerial idol lyrics competition – Launched small instant prize campaigns on Fanclub – Launched branded Pepsi Treasure hunt game in Eskimi

Eskimi developed a mobile competition platform to win amazing prizes by predicting UEFA/EPL and AFCON results

Eskimi launched lyrics challenge to create lyrics for Nigerian idol stars and announced 5 winners

More than 22'900+ comments with lyrics received from Eskimi members showed amazing participation rates; 11'900+ likes collected

Fanclub | Lyrics competition | Promoted post | Viral invite

Results in first 5 days: – 150'000 fans in 5 days – 21'000+ comments on average to the post – 24% of fans invited their friends to the fanclub – Up to 30% fans reacted to a single post

The results were reached actively posting on Fanclub, using promoted posts that reached all members in Eskimi, driving display ads to grow the fanclub.

Confidential

Fanclub grew to 153'000+ fans in 30 days having 21'500+ feedback actions from users on a record single post

Why launch a Fanclub in Eskimi?- engagement & participation rates -

- 100'000 fans in 30 days- 21'000 comments and likes to a single post- 30-40% participation- 20 times higher engagement than FB

- 34'000 fans in 14 days- 4'000 comments and likes to a single post- 15% participation- 10 times higher engagement than FB

- 84'000 fans in 40 days- 8'000 comments and likes to a single post- 10% participation- 5 times higher engagement than FB

+ Invite friends tool+ Photo competition tool+ Treasure hunt tool