Helping Pepsi spread awareness around its football partnerships with a fun and engaging Branded Hashtag Challenge
Pepsi partners with some of international football’s biggest stars, including Pogba, Messi, Shanice, Sancho and many more. To generate awareness about its new football campaign and create a viral brand moment, Pepsi came to TikTok for a Branded Hashtag Challenge campaign designed to not only get the world talking, but encourage everyone to show off their best moves alongside their idols.
To reach as many people as possible across Eastern Europe and Asia, Pepsi knew that a Branded Hashtag Challenge was the best way to spread its message. By kicking off the #PepsiChallenge with explanatory TopView and In-Feed Ads, the brand promoted its campaign while showing users exactly how to get involved. Full-screen and sound-on, these ads are seriously hard to miss, and appear either on app launch, or amongst user-generated content in the For You feed.
Utilising the TikTok duet feature, Pepsi’s challenge encouraged everyone to play along with their favourite football star – creating their own videos alongside their idols, while showing off their best moves to complement the superstar content on the other half of the screen. From kick-ups to Pepsi can balancing, the user-generated content showed all the creativity we’ve come to expect from our community.
Running through March and April 2021 across Turkey, Saudi Arabia, Romania, Bahrain and Oman, the fun and easy-to-follow #PepsiChallenge successfully enticed hundreds of thousands of young people to engage with and share the campaign, resulting in an incredibly effective brand exercise that resonated perfectly with its target audience.
An astonishing 3.1 billion Hashtag Challenge video views were recorded during the campaign, alongside more than half a million video creations using the challenge’s hashtag. A seriously impressive engagement rate of 4.73% showed a genuine interest in the campaign from the community, while a Brand Lift Study revealed a 9% lift in Purchase Intent and a 13% lift in Brand Awareness.
The #PepsiChallenge is an example of TikTok at its best – helping create mini movements and authentic experiences for our millions of users. At the same time, generating remarkable levels of exposure for brands and their target audiences.