EMOJI OVERLOAD OR EMOTIONAL MELTDOWN?

Created by:Cassandra GillMichael GutierrezMelissa LoiseauCaroline SchneiderBreena Shook

HTTPS://WWW.YOUTUBE.COM/WATCH?V=MCGQLC29_1O

Video Intro

EXECUTIVE SUMMARY

The purpose of this presentation is to determine the effectiveness of Pepsi’s latest global ad campaign based on the AIDA model, and their use of global ad elements,

and their new advertising approach development. Pepsi creates a unique advertising campaign, even in a

market that has already seen quite a variety of emoji advertisements and promotions, and even though their ads could be much more personable. Pepsi’s emoji cans allow individuals to further express themselves both in

the real and the digital world.

SUMMARY OF PERTINENT CASE FACTSPepsi is going to participate in the emoji-marketing trend that is followed by many other brands: Domino’s, Taco Bell, etc.

eMarketer predicts 2 billion consumers worldwide will have smartphones by the end of 2016 (6.1 billion users by 2020)

Statistics: Millennials and Generation Z believe voicemail takes too long, email requires too much effort, while texting is simple, fast, direct.

Emojis are considered to be the next evolution of communication. They can transcend through language barriers.

Not all highly-engaged messaging app users can be reached through traditional mobile ad spending. Pepsi’s biggest challenge: measuring ROI effectively

Purpose of Emoji campaign: similar to 2015’s #ShareACoke campaign

PAST CAMPAIGNSPepsi Refresh (2010) Pepsi Challenge (2015)

COMPARISON• Pepsi Refresh & Pepsi Challenge criticized for not having a “direct product tie-in.”

• Both campaigns supported multiple organizations rather than concentrating impact on a specific issue: this led to scattered results.

• Pepsi may “turn off” older generations/come off as trying too hard to be cool, as some people may not want smiley faces on their soda cans.

AWARENESS• Soda drinking has hit a 30 year low • Companies like Domino’s, Taco Bell, Diesel, Calvin Klein, and even organizations like PETA have used emojis in ad campaigns• Pepsi’s emojis may just be more background noise in a highly technological world• Pepsi has the chance to capture the attention of their older demographic • Promoting a general awareness for emojis, instead of promoting awareness for their product• Other countries are even more successful at the “emoji language” than Americans• Campaign has the potential to generate a great awareness for the brand• By looking at the comparable “Share a Coke” campaign, Coca-Cola gained 25 million Facebook followers as a result of the campaign

INTEREST• Since the emojis on each can are assigned at random, people want to buy the product for the surprise • Interested to see which emoji they will get on their drink• People can use their drink as a way of self-expression, which is a key value of millennials• “Millennials are the first generation to have an unlimited amount of technological platforms from which they can – and do – express themselves.” (Forbes)• Pepsi can cater the emojis on the products to specific geographical areas through a “glocal” approach• Pepsi also has proof that campaigns like this work.

DESIRE & ACTION•   Desire:•   Relates to the consumer’s moods, feelings, and actions•  Pepsi is building upon an already existing desire

•    Action:•    Limited-time campaign•    Fun, light-hearted•    Social media and #SayItWithPepsi•     Regional Pepsimojis creates action among international travelers 

EFFECTIVENESS OF GLOBAL AD CAMPAIGN

• The Five Key Drivers of Global Marketing Effectiveness:• Connect • Inspire• Focus• Organize • Build

• “Say it with Pepsi”• Overall effectiveness rating: 7

#pepsiMoji

• Effective • Creative• New market

opportunities• Reaching users in a

unique way

• Observing trends for idea generation:• "The use of emojis is kind of like were observing a new language right in front of us." • “The first truly global language”• “When you look back at the year in language, one of the most striking things was that, in terms of written communication, the most ascendant aspect of it wasn’t a word at all, it was emoji culture.”• 6 billion emoji’s are sent every single day and according to Swyft Media, 74 percent of people in the U.S. regularly use stickers, emoticons or emojis in their online communication, sending an average of 96 emojis or stickers per day.• Appeals to Gen X, Gen Y, and Gen Z

NEW ADVERTISING APPROACH DEVELOPMENT

SOCIO-CULTURAL TRENDS

• Competition in Emoji Advertising : Eggo, Ford, Dominos, TV shows, Burberry, Dove, WWF, Ikea• While Pepsi’s emojis are not as fun or original as other promotional emojis, Pepsi’s emojis can be purchased. Pepsi is directly monetizing on the emoji obsession.• Test Marketing – Pepsi has already succeeded in a variety of other countries• Pepsi’s advertising campaign using humor and a sentimental approach

NEW ADVERTISING APPROACH DEVELOPMENT

•   Use of Celebrities•    Feature celebrities that relate to emoji activity•    For example, most recent American Idol winner with the microphone Pepsimoji bottle

•    Have an Online Purchasing Option•     Consumers can buy mass quantity of a particular emoji•     Would be great for events (i.e. heart-eye emoji for bridal showers)

•     Create a Customization App•     Allow consumers to hand pick colors, expressions, and symbols•     Great for events, holidays, and customized gifts

RECOMMENDATIONS

• Pepsi should create a call to action to get their consumers involved as much as possible• By having a #howdoyouemoji competition, Pepsi can foster a relationship with their target market through an outlet that allows millennials to be creative and showcase what they care about• Consumers can send video or picture submissions for a chance to be featured in a regional Pepsi commercial, with two submissions being picked for each geographical region

RECOMMENDATIONS