PEPSI – Community management
THE PROBLEMIn 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 APPROACHWe 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
- Taking care of our haters
- Turning our consumers into brand ambassadors
- Creating real desire for interaction
THE RESULTSThe fun as a source of ROI
- 6,67% of engagement rate
- 60% decrease in CPE's cost