November 2015

PEPSI – Community management
Social media

THE PROBLEM

In the US Pepsi in an iconic and established brand, seen as a credible alternative to Coca-Cola... but in France Pepsi is an underdog that doesn't fight with the same weapons.

The brand had to accept its role as challenge in order to stand out and appeal to its consumers.

OUR APPROACH

We are in charge of the community management for France. We made a point of establishing a clear and unique tone of voice that helps the brand find its true place in its consumers' hearts by:
  • Playing with the web's codes
  • Embodying the brand positioning
  • Starting conversations
Besides posts we amplify this tone of voice by conveying and sustaining community spirit:
  • Taking care of our haters
  • Turning our consumers into brand ambassadors
  • Creating real desire for interaction

THE RESULTS

The fun as a source of ROI
  • 6,67% of engagement rate
  • 60% decrease in CPE's cost
Through finding the right balance between media and content, we have stimulated the reach and growth of the community. And with our editorial line, rooted in the brand DNA, we've united the target audience.

Discover other projets

GRAND PRIX STRATEGIES

TOP/COM

CRISTAL FESTIVAL

FWA