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AudienceProject measurement helps PepsiCo identify media mix optimisations to reach and impact their audience more effectively

Advertiser case

Client

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands.

Problem

To reach new audiences and boost awareness of its Lipton Zero ice tea during the winter off-season, PepsiCo ran a cross-media campaign across Facebook, Instagram, TV and online video platforms.

PepsiCo wanted to understand how the channels performed in terms of reaching and impacting their audience to identify potential media mix optimisations for future campaigns.

Specifically, PepsiCo wanted to test how Reels-style partnership ads on Facebook and Instagram compared to its advertising TV and online video platforms.

Solution

PepsiCo partnered with OMD and AudienceProject to measure the reach and brand impact of the campaign using AudienceProject’s cross-media measurement solution.

The measurement gave PepsiCo insights into the reach and brand impact generated by the individual channels as well as which channels were most efficient at reaching and impacting their audience.

Outcome

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lower cost to reach people using Reels-style partnership ads, compared to TV

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lower cost for lifting ad recall using Reels-style partnership ads, compared to TV and online video platforms

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lower cost for lifting message association using Reels-style partnership ads, compared to TV and online video platforms

The measurement showed that Reels-style partnership ads on Facebook and Instagram were more efficient at reaching and impacting PepsiCo’s audience than TV and online video platforms.

These insights helped PepsiCo identify media mix optimisations for future campaigns, allowing the food and beverage company to reach and impact its audience more effectively.

Words from our client

AudienceProject’s measurement of our wintertime brand awareness ad campaign that ran across Facebook, Instagram, TV and online video platforms allowed us to compare the performance of the different channels. We confirmed the high value of running partnership ads on Facebook and Instagram compared to the other two channels, which has helped us identify media mix optimisations for future campaigns.

Jean-Guilhem Calvet
Jean-Guilhem Calvet Head of Media & Brand Content, PepsiCo

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