Best use of social cause content marketing- Case study

As 2016 drew to a close, many of us couldn't wait for the year to end. Losing industry pioneers, celebrities and seeing a certain president elect come to power couldn't have been easy.
But one thing 2016 didn't take away (and we wish it did) was patriarchy. And it raised its ugly head yet again when the women who were allegedly molested in Bengaluru on New Year's Eve were questioned for being there in the first place.
And here's the question that continues to crop up in cases of public gender-based violence though: why do onlookers, even when they outnumber the perpetrators, continue to be passive? Why do they continue to be as oblivious and as mute as... mannequins?
The above video is a perfect example of social cause content marketing.Social cause marketing, if executed well, can truly accelerate the power and reach of social media to mobilise people for a cause. With more and more people-driven initiatives, brands can hope to catalyze a change, as in the examples given above, and while at it, build on establishing itself as a socially responsible brand.


The above video is an example of social cause content marketing

PepsiCo, Inc. is a multinational food, snack, and beverage corporation having interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC food and beverage businesses in the country. PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value.

A cup of hot tea, chocolate or coffee during winters makes everyone warm & fuzzy but for Pepsi it was sweaty times. Sales are on a downward trend and budgets are limited. 2016 winter Pepsi’s ambition was to change the course of the sales graph and make Pepsi the first drink of choice, be it summer or winter!

Pepsi over the years has established itself as an iconic youth brand that is cool but today’s Indian youth is more than just the swank & swagger. They are opinionated, motivated, participate actively in causes – and that is the new cool. Our task therefore was to bring alive the brand promise of “Maximizing Moments” in a way that it effected society. The timing of the onset of winter is also the most crowded period for advertising in India – the festive season (esp Diwali). But the whole of India don’t even have the basic amenities of electricity/light.

Results

  • Their stories reached over .26MN Indians
  • ~4 MN views @avg. VTR of 30%
  • ~59k engagement
  • LOL among the 10 Most watched Indian ads on YT

This campaign help them to gain a good branding and achieve their targets.The most important thing was that empty Pepsi bottle that is now a permanent piece in the house where we literally captured the ‘Sun in a Bottle’!.




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