2015 Winners & Shortlists

Results and Effectiveness

Over the course of 40 days, the results have exceeded industry benchmarks • Twitter’s Trend engagement rate exceeded all expectations by making a new MENA Trend Engagement Rate Record of 34.9%. • 40% Promoted tweet engagement rate (against industry benchmark of 3% - 8%) • T4witter followers grew by 80.2% • While on Facebook, we reached an AER of 2.48% against the benchmark of 0.11%. Most importantly, people's sentiment was overwhelmingly positive and encouraging as evident from their interactions with our tweets and hashtags.

Creative Execution

Using social listening; we picked up on social media conversations taking place during the games to establish Whiteboard ideas. We then re-created these incidents on the Whiteboard and shared them on our social hubs using the global Pepsi hashtag #FutbolNow and its regional counterpart #يلا_كورة. We also communicated the commonly known strengths and talents of our own Pepsi football stars through our whiteboard executions. From the first couple of posts it was very obvious that our fans were able to find the link between our whiteboard creative and the actual games. The comments on the Whiteboard posts were very positive and some of them even inspired us to come up with more ideas for the Whiteboard content. All of this was supported with a well-crafted and targeted Twitter media push using a Promoted Trend and Promoted Tweets.

Insights, Strategy and the Idea

2014 was a big year for football everywhere and Pepsi wanted to be part it. It launched its global integrated marketing campaign with a line-up of 19 football stars, including Messi, Ramos and Van Persie around the theme “Live For Now”. Pepsi Arabia (@Pepsi_Arabia) wanted to play its part with a locally-crafted social campaign aimed to break through the clutter and become part of the fans’ conversations. @Pepsi_Arabia developed a Twitter campaign centered around a creative visual, the Pepsi Futbol Whiteboard, based on the whiteboard concept used by TV pundits and coaches. As conversations between fans rose online, @Pepsi_Arabia created different versions of the whiteboard to provide a humorous twist on football strategies and players. Another important aspect of the communication was timeliness. We wanted to start up these conversations during the times where fans were active on social platforms pre and during halftime, and post matches.