Social media such as Facebook, Twitter, and blogs are accessed by many in the world population. It is possible to run a successful PR campaign using these sites to make promotions to millions of individual users. This has been used by Pepsi to spread their Refresh Everything Campaign. It utilizes social media and engages the public. Through PR firm Weber Shandwick, Pepsi utilized the R.O.P.E method to outline their process on the Refresh Everything Campaign. The campaign came up with insight on Americans’ needs and set the objectives. In terms of the goals, they showed how good the PRP is doing after the project took off without a problem.
Analysis
organization:
Pepsi has a strong public relation, financial background, and a good reputation. The company might not have felt the importance of including the examination of their past PR practices, weakness, strengths, and opportunities. This is because their previous PR campaign which had the information, had evolved into the PRP.
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Problem:
Consumers today are wary of how they spend every dollar. Pepsi saw the need to create a forum where personal social innovation would help put ideas into actions.
Target audience
This PRP targeted Boomer and Millennial generations. A positive change was a priority to all the target groups. Around two-thirds of the global population believes too much money is spent to market brands instead of investing more on quality production. The company used both quantitative and non-quantitative research procedures. Non-quantitative data was sourced from previous company cases and outside sources. The quantitative data was a content analysis of previous campaigns.
Objectives:
Raise interest and awareness on the Pepsi project. Creating consistency and aligning program message through the media channels.
Generate consistent local, national, and online media to boost business and brand targets.
These objectives set by Pepsi and Weber Shandwick is communication objectives including different categories of impact objectives. Each of these objectives is configured to help in accomplishing goals promoting the brand all within the social media.
Planning and execution:
Actions:
Create capital in areas with idea sources. Pepsi is positioned as a credible motivation in empowering every American to be an entrepreneur.
Enlighten the nation of implementing ideas to refresh change.
Collaborating with employees and partners in generating awareness.
Engaging online with the project using Twitter or Facebook
Using English and Hispanic language press to raise awareness and improve participation at lower levels.
Create partnerships nationally to raise awareness of their project.
Evaluation :
Impact Objectives
Objective 1: Raise interest and awareness in PRP:
Pepsi turned out to be the most popular at Super Bowl despite that it did not advertise its products
The number of Americans who were aware of the brand rose from 21% to 37% for similar marketing programs.
PRP knowledge increased to 25% from 12%.
Objective 2: Generate consistent local, national, and online media to boost business and brand targets.
They exceeded media impression goals by a significant margin with over 3 billion audiences in about eight months.
They have Tweets more than 140,000, and Facebook likes increased by 600%
Online interactions increased brand attributes.
Pepsi and Weber Shandwick excellently executed their campaign intellectually using R.O.P.E model. Through the setting of only two objectives seems a failure of Pepsi to effort but the goals was strong and meeting the goals demands a lot of work. This campaign will see Pepsi rise in the social innovation realm. One can learn from the case study about public relation. Weber Shandwick is among the top PR leaders worldwide. The public responded positively to the PRP earning the PR team top marks.
References
Weber Shandwick. Weber Shandwick Honored With Nine North American Sabre Awards, Including Best In Show . 5 November 2011. Web. 6 April 2019.
