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The Pepsi Refresh Project generated more than 80 million votes and "37% of Americans were aware of the Refresh Project".<ref name=":02"/>
Before engaging in any marketing campaign, we should examine the reason why it's needed: to increase your market share, brand awareness, the profitability of the business, either way, the purpose of a [[digital marketing]] plan for any organization is to guide you through the process of researching and enunciating the goals of your digital initiatives.
In a [[digital marketing]] campaign, we should identify a sustainable goal that will help create exposure to company values, build service into a brand for a target market, generate positive actions and huge traffic to the company/website and increase customer loyalty. We should be able to change our vision from the traditional goal, which focuses on meeting business objectives such as brand recognition, profits, etc. to a sustainable goal that concentrates on a benefit for the community as well as the business.
We must be able to establish relevance for our targeted audience by designing a campaign that will help your company form a link between your messaging and your audience that will strengthen the effectiveness of your campaign. Is it a good strategy to emphasize audience metrics such as likes, retweets, views per page even though it little to do with product sales?
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