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Pepsi’s Facebook Reach Block marked the start of the cricket seasonThe RB coincided with the start of India’s campaign in the ICC World Cup 2011 on 19th Feb ’11. The objecve of the campaign was to generate a buzz and showcase cricket centric commercials that had been created to engage consumers across television and online media.

UUUU reach crossed 7 million – same as the Times of India’s daily readership!Facebook has close to 22 million users in India. On the day of the RB, every single person that logged into Facebook only saw Pepsi’s ads on the homepage and profile pages for the first 3 impressions.EEach exposure carried a different engagement format. Pepsi chose a combinaon of video, polls, likes and standard image ads to drive traffic to their brand page and ‘The Biggest Wave’ applicaon on their micro-site.

Consumers reached at a cost-per-contact less than INR 0.20!FFacebook not only reaches the same number of people as the world’s largest English daily, but also does it at 4x beer cost-per-contact. But unlike a stac print ad, a premium ad on Facebook is completely interacve, deeply measurable and generates non-extrapolated audience insights across age, gender, likes and interests.AndAnd it gets beer; FB’s innate viral nature leads to organic growth. This means that while the RB lasts only for 24 hours, users are reached organically through their friends’ profile pages and news feeds over several days and weeks. As a result, the cost-per-contact actually falls even aer the RB acvity ends.

A like added every 6 seconds, a poll answered every 2 seconds and a user engagement every second!WhileWhile the RB was acve, users on Facebook interacted with the promoons praccally every second. All the clicks, likes, video views and poll responses contributed to the overall engagement rate.This is as much due to Facebook’s viral nature as Pepsi’s creave strategy. For instance, the hilarious Billy Bowden video was combined with an engaging poll. It was served to users as soon as they logged into Facebook and it received the best response. TheThe second exposure was through a video+like ad unit that showcased another video to coax users to like the brand page. The third exposure was through a standard image ad and drove users to an applicaon on their micro-site.

Word-of-like adversing: The value of a friend’s endorsementPPepsi’s RB is a text book case of how a brand’s communicaon can be made to go viral by intelligently tapping into FB’s social-advocacy DNA. As soon as the RB started, users started interacng with ads. Their friends saw this acvity on their news feeds and profile pages and got spurred to engage with the ads themselves. EEventually, over 50% of the impressions that were delivered carried user endorsements. These endorsed impressions are called ‘social impressions’ and they are known to boost awareness and purchase intent by as much as 2x and 4x respecvely.

Pepsi India

Pepsi India

What is a Reach Block?A ‘Reach Block’ is a special media buy on Facebook guaranteeing that ads will reach 100% of your target audience logging into Facebook in one day. In India, it is only available through Komli Media.

WWhy use RBs?RBs are high impact media buys that give unmatched engaging reach in the shortest possible me. Plus it comes with all the benefits of FB’s social advocacy features, laser locked targeng and cluer breaking engagement ad formats.

WhWhat ad units are supported?RB’s use premium engagement formats including video, likes, events and polls. For best results, you should leverage hybrid units like video+polls+likes. These units are not available on the self-serve plaorm.

Pritesh Patel, Director - Sales: pritesh.patel@komli.com

To learn more about how you can leverage Facebook for consumer engagement, please reach out to:

Komli Media is Asia Pacific’s leading digital media network and officially partners Facebook in India.

7,000,000 Not Out!How Facebook’s Reach Block “changed the game” for Pepsi

Reach Block 101

Premium Engagement Ads

Video + Poll Engagement (click to see)

Video Engagement (click to see)

872,990 people like Pepsi India.

874,001 people like Pepsi India.

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A “Social Impression” is available only on Facebook and takes virality to an all new high that is quite not

replicable by anything else in the space.(Digital Markeng Team, PepsiCo India)