Pepsi Refresh Project: Difference between revisions

Revision as of 18:33, 13 January 2020

Revision as of 10:42, 22 February 2020

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== Metrics ==

The Pepsi Refresh Project generated more than 80 million votes and "37% of Americans were aware of the Refresh Project". <ref name=":02"> https://www.campaignlive.co.uk/article/history-advertising-no-185-pepsi-refresh-project/1424314</ref>.

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?

The Pepsi Refresh Project is the ideal example of the risk associated with digital promotions, due to the nature of the campaign. [https://sites.psu.edu/svbrungo/2018/07/19/case-study-the-pepsi-refresh-project/ "This was not corporate philanthropy. This was using brand dollars with the belief that when you use these brand dollars to have consumers share ideas to change the world, the consumers will win, the brand will win and the community will win. This was a big bet. No one has done it on this scale before]", declares the head of digital, [[Shiv Singh]].

==NFL==