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PepsiCo Smile platform

New Year activation: “Start the year with a Smile”

Maria Vysotskaya

Senior digital manager, PepsiCo

April 19th, 2017

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PepsiCo mission

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“Secret Santa”

special project –

share your smile and

get smile back

“Smile for a ride” –

special project with

taxi

Multi-brand (PO1)

national Consumer

Promo

New Year activation: key pillars

Umbrella message: Start the year with a Smile

Pillar 1: Sales Pillar 3: Viral Pillar 2: Social

responsibility

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Multi-brand promo campaign “Start the year with a Smile”

• Idea:

PepsiCo brands bring smiles to the faces

of our consumers&customers by making

long NY vacations interesting with

wonderful ideas and gifts.

• Mechanics:

buy pack -> register it at Nysmile.ru -> win

prizes

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In-store

Influencers

SMM

VK Games

integrations

Promo-pack

Banners

OLV, Context

Promo –site NYsmile.ru

Prizes, Game, NY calendar,

Tests, NY advices, Wish-list

CRM

Promo eco-system

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TOTAL 2 201 000 unique visitors

NY tests Wish-list

Game

NYSMILE.RU

Advices

Chat-bot

3 NY tests with 8 questions

in each

Mini-game: collect prizes,

which Santa throw from

helicopter. Enter promo-code

and get additional power in

game

Create your personal wish-

lists which you can share with

friends in SNs

Video- and text advices about

different NY topics

Promo site engaging content

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Engagement results

Time spent on site

5 minutes

Tests

~261 000

Wish-lists

~10 000

Chat-bot sessions

776 000

Advices views

~100 000

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Chat-bot is the must for promo

What

• Chat-bot on winter promo-site

Key functional

• Answer FAQ and other

questions about promo

• Help consumer find promo

code in pack and register it

• Engage users in other onsite

activities (game, tests,

advises, etc)

• Get consumers feedback.

How

• Is activates by user (user

starts communication first).

• Manual learning (not self-

learning).

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% of subjectsResults for 13 weeks

• Chat activations: 776 665

• Unique users: 328 925

(15% of website visitors)

• Hot line calls: 56% lower

• Feedback form requests:

66% lower

Chat-bot winter promo results

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“Secret Smile” special project

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Secret Santa special project

• Support the PepsiCo company’s mission «Win a smile!» and give a

jump-start to it!

• During so much loved in Russia New Year’s period offer to

consumers to bring joy to each other and to make the most valuable

present – smile, with the help of resource by PepsiCo.

• Develop a multi-brand campaign in order to increase the awareness

about PepsiCo company as famous brands’ owner.

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Mechanics on the web-site

• In order to join the project and receive

greetings from Secret Santa, the user

had to:

1. Fill in the registration form on the web-

site

2. Fill in the information about his

profession and hobby

3. Choose the recipient of the greeting –

one of three strangers who are

participants of the project presented at

random

4. Create and send photo or video

greeting

5. Get a digital gift for the project support

after the work has passed through the

moderation process

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Results

12 040 greetings have

been done,

50% of traffic are referrals

from nysmile.ru and blogger

channels on YouTube;

80% of all registered users

are PepsiCo core TA

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Creative promo-posts

Google analytics and media data 19.12.2016 – 30.01.2017

Conversion 2,59%

Conversion 2,56%

Conversion 2,42%

A benchmark for an average conversion to visits with registrations from impressions, clicks

and visits is about

1,5 - 2%, so these creatives have demonstrated very good results.

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“Smile for a ride” Taxi special project

• Russian people barely smile,

especially on first days of New

Year, especially in a taxi.

• PepsiCo wants to change this and

wishes all customers to start a

year with a smile.

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Get your PepsiCo

product as a reward Order a taxi on 1 January 2017

Smile to a camera

to get a free ride

PepsiCo & CityMobil partnership

You can order a regular

car but it could come with

a New Year surprise

inside.

We will have 30 special

cars in Moscow

At the back seat, there is

a tablet with face

recognition app, it tracks

whether you smile or not.

If you smile – counter

stops, if not – it works as

regular.

Once your ride finished

you can put your hand

into PepsiCo reward box,

and get Pepsi, Lay’s,

Lipton Ice Tea or Lyubimiy

juice as a reward.

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Smile detection app

• To keep people smiling along the

ride our application will interact

with passenger, showing him

funny pictures and telling jokes.

• If passenger doesn’t smile we will

cheer him up, if he keep smiling

we will encourage him to smile

more.

• At the top of the screen there will

be a counter, which will count

forward if passenger stop smiling,

and it will count backward if

passenger smiles.

Tablet frame be branded with POSM,

rough sketch below (WIP)

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Project ecosystem

Media: Paid Earned Owned

Pre production phase Activation phase Post PR phase

Taxi integration

- 30 branded cars in Moscow;

- Smile recognition tablets

on the back seat of each car;

- Reward-box on the front seat of

each car;

Test drive

1 day, 1 taxi,

to create a 2

min. video for

post PR.

Earned media

shares 1 taxi to

create

bloggers

videos

Bloggers’

video

publications

Post PR

video

seeding

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Top-bloggers support

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Taxi activation,1st of January

Promo activation

took place on 1st

day of 2017.

Each passenger of special taxi

was able to get a free ride for a

smile, and in the end of a ride all

passengers were receiving gifts

(PepsiCo products)

x 30

Cars with PepsiCo

logo on rear windows

and smile recognition

technology

~ 600

People made

rides using

branded cars

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Thank you!