PepsiCo 7up

The Objective

Introducing the Strawberry Lemonade flavor and getting the audience engaged

7up aimed to elevate the preference for their refreshing Strawberry Lemonade drink, offering the community a source of social enjoyment during the evening occasions. 7up introduced the flavor on TikTok with the goal of increasing awareness and engagement within their target audience, transforming their drink into an evening delight.

The Solution

Launching the first-ever creator led Branded Effect campaign in Pakistan

By embracing the platform's creative spirit, 7up launched the first-ever Branded Effect creator-led campaign, infusing frames of ice cubes and zesty lemons, along with an infectious jingle, to entice users into a flavorful evening experience.

7up leveraged premium placement available from TopView to launch the campaign on TikTok. As creators began taking part in Berry is Back and employing the filter to record their videos, 7up leveraged this native-content and ran a montage of these videos as TopView, directing users to the Berry is Back Branded Effect Page.

7up’s Strawberry Lemonade also took over the ForYouPage! Through Reach and Frequency buying, the brand set up Standard Feed Ads through the TikTok Ads Manager. By leveraging popular creator videos as Spark Ads, the brand amplified the campaign's reach while increasing engagement, seamlessly guiding users to the Branded Effect page.

The Result

7up Strawberry Lemonade gets the community grooving and the sip-worthy fun going on TikTok, becoming an evening favorite refreshment.

Berry is Back became a sip-taculor success on TikTok, with 7up Strawberry Lemonade becoming a delightful companion for social gatherings, especially during evening occasions.

The campaign garnered 12.5 Million Video Views on TikTok, with more than 7.6K videos published with the Berry is Back Branded Effect. Additionally, the Branded Effect amassed around 1.1 Million plays within the first 6 days of the campaign on the Branded Effect Panel. The reservation solutions used definitely amplified the campaign further. TopView alone generated an astounding 44 Million impressions with a CTR that was 6.6% above the industry benchmark. Additionally, Spark Ads employed spread the berrylicious launch even further, recording a substantial 85K engagements, contributing significantly to the campaign’s success. Diving into the brand’s metrics, 7up achieved a staggering 100% of their initial target within the first three months of the Strawberry Lemonade launch. The “berry” on top was the brand achieving a remarkable repeat rate of 53% for the drink!