If you’ve watched any TV lately, particularly sports, it would be hard not to have seen Pepsi’s latest #BreakOutThePespi campaign. Two spots, each starring an NFL player (Odell Beckham Jr and Antonio Brown) ran with pretty heavy rotation.
The campaign has been on about a 3-month run so far, having started in early September. Here are the spots, if you haven’t seen them.
What I like most about this campaign is how the social media component took the campaign theme and expanded on it.
To give credit, the TV campaign did a nice setup, delivering a couple of nice concepts starring two sports celebs. Celebs are always good for some additional impact. But the simplicity of the TV spots wore off soon, and after seeing two of them, I felt they’d run their course.
Enter the social media campaign. Of course, social media is the opposite of TV regarding frequency of creative messages. So it was imperative to get something besides two concepts across if the campaign was to have any legs on social.
The social campaign picked up on the main theme, Break Out The Pepsi, naturally gave it a hashtag, and gave it some new life in the process.
Here are several of the new concepts. These maintain the same sports celebs, using them in a similar way to the TV concepts. Their touchdown celebrations applied to more routine events.
The “Here’s to Zero Curses” post below is of course addressing the Chicago Cubs’ World Series win, a nice departure, and certainly reason to celebrate for a lot of sports fans. It also shows how they can apply the campaign theme to other items in their product line beyond those featured in the commercials.
They also took the campaign out of the sport figure world, applying it to creative industries, which is a nice touch. In fact, the creative stories are probably the more interesting of the bunch, in terms of video content.
Let’s now take a look at how the campaign was run across the three social networks. Starting with the global campaign analyzer view below, we can see that Twitter carried the majority of the posts. Not surprising, given Twitter’s history as the high posting volume social media network.
When it comes to Engagements, in the second chart on the right, it’s a different story. Facebook, thanks to the enormous fan base Pepsi has relative to other networks, delivered over 50% of the total engagements across the three social networks.
Now let’s check out the posting schedule, in the Posting By Day chart below left. The campaign launched in September. So timing-wise, the campaign is tracking the football season, which makes sense given the content of the TV spots. Posting seems to have fallen off in November, having peaked around late October. Posting also looks to be mostly on or around weekends, as of course that’s when most of the NFL activity happens.
Looking at the Engagement by Day chart above right, we can see a large initial spike at campaign launch — likely the result of heavy buzz and promotion around the campaign. After that, the engagement is pretty flat, with a few spikes in mid-October corresponding with heavier posting volume.
Lastly, let’s check out the Top Related Terms chart, below. This shows us the most frequently used topics in this campaign, across all social networks. If anything, this chart shows the expanded nature of the concepts, as there aren’t any standout terms or themes used over and over, besides the campaign hashtag.
So overall, a nice job by the team taking a fairly simple TV concept and expanding it across broader cultural references on social media. The “Breakout The Pepsi” theme does seem to have good range, and it will be interesting to note how the campaign continues beyond the football regular season, if it even does.