Case study

Result

Marketing Objectives achieved: - Pepsi became the number 1 international Cola in India on consumer equity Communication Objectives achieved -Drive brand KPI scores on - TOM Increased by 2 points (17 points in Q2 2019 to 19 points in Q1 2020) - Youth Increased by 10 points (51 points in Q2 2019 to 61 points in Q1 2020) and - Taste Increased by 10 points (49 points in Q2 2019 to 59 points in Q1 2020) Media Objectives achieved - Swag Se Solo campaign garnered 125Mn views on YouTube and 65Bn views on Tik Tok - 5.4Bn views on Social Media (Tiktok, Facebook, and Instagram) - 54,000 UGC videos celebrating singlehood in just 4 days of the campaign outbreak - INR 45 Mn PR value - The total conversation around the branded videos crossed 2Mn in 6 days and Salman Khan’s videos shared more than 120k times Pepsi empowered the youth and embedded the thought in them that it’s cool to be solo and instilled a consumer behavior change where the consumer's mindset changed from ‘Oh God, I am Single’ to ‘I am Swag Se Solo