Branding Digital - Pepsi
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Transcript of Branding Digital - Pepsi
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AGÊNCIA DIGITAL
FOCO EM MARKETING 3.0
COCRIÃÇÃO E COMUNIZAÇÃO
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5 - 50 835 3500 15,6mil.
Fabricantes Marcas Litros
1º 2º 3º
R$104,00 22x 98%
8L /m
85% 2 L
1º 2º
9º 45%
•2000 – AMBEV
•2002 – Twist
•2006 – Pode ser?
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Be cool Promoção Games Street Objetivo Esporte
Gastronomia
Assiduidade Frequente Frequente Fraca Frequente Frequente
Fãs 89milhões 34milhões 15milhões 18milhões 18milhões
SAC 3.0 sim sim sim sim sim
Outras
Redes
sociais
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Site
Interatividade
Atualização
Capilaridade
Navegabilidade
Sim
Frequente
Redes sociais
Aplicativo
e rádio
Fácil navegação
Com menu
Sim Sim Sim Sim
Frequente Fraca Frequente Frequente
Redes sociais
E Jogo
Redes sociais
E Jogo
Redes sociais Redes sociais
Muita
Informação
Difícil
navegação
Fraca
Sem menu
Única Cor
Media Stream
Sem menu
prático
Fácil navegação
Com menu
Criativo e
intuitivo
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OBJETIVO DA
Criar uma campanha de marketing 3.0 com
colaboração, focada no Digital para Pepsi
aproveitar a Oportunidade de mercado.
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Como???
Conquistando o
consumidor da extinta
marca.
Que buscam um estilo de vida descolado...
E usam as mídias digitais como uma maneira de
encontrabilidade da marca, de interagir
Prossumers!!
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A ação
A construção do
império azul
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Objetivo da ação
ENGAJAMENTO
EVANGELIZADORES
AUMENTO DE MARKET SHARE
e share of mind
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O projeto
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teasers
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Story board - Teaser 2
O Sonho mais próximo
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Story board - Teaser 3
Império construído
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PODE SER?
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Plano tático
Criativos
papai noel azul
Ação solidária Min 30seg e Máx 1min
Através do Blog Pepsi
Até final de novembro
5 Finalistas escolhidos pela agência e Pepsi
O público decidirá quem é o vencedor
Que terá seu vídeo divulgado ON e OFF
Toda divulgação realizada nos meios ON e OFF
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Régua e valores
•Início campanha – 1 semana Nov/2015;
•Envio de vídeos – até final de novembro;
•Mensurar os resultados – 1 a 3 semana
de Dezembro;
•Apresentação resultado – Natal 2015
Estimativa de investimento: R$ 1 milhão
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Referências
http://www4.ibope.com.br/giroibope/edicao_1/consumo.htm
http://www.sicm.ba.gov.br/Pagina.aspx?pagina=bebidas
http://afrebras.org.br/setor/refrigerante/composicao-de-mercado-refri/
http://www.kantarworldpanel.com/br/Releases/Top-50-marcas-mais-escolhidas-
pelo-consumidor-
http://www.infomoney.com.br/minhas-financas/noticia/2778097/veja-marcas-
mais-escolhidas-pelos-brasileiros
http://podeserumapepsi.blogspot.com.br/p/historia.html
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PODE SER?
ANDRÉ LIMA
EWERTON SANTOS
FERNANDA FERRARI
MARIANA TEODORO
PRISCILA LUCIO