Pepsi TikTok

Task

To develop a New Year advertising campaign for the Pepsi brand.

Idea

When creating any activation, it is important to consider the role of the brand and the interests of the target audience. Pepsi is a youth-oriented brand whose core audience is teenagers, and in 2020 their main trend was TikTok.

Considering the fact that television remains the primary media channel in the regions, we decided to bring the TikTok format to TV.

As part of the campaign, we produced six challenges featuring popular TikTok creators and recorded original soundtracks for each video. Anyone could become part of the Pepsi campaign and appear on television by creating their own creative TikTok video based on Pepsi challenges and posting it with the required hashtag.

Results

Within one month from the launch of the campaign, the Pepsi Uzbekistan TikTok account gained 31,000 new followersand more than 160,000 likes, while the hashtag #pepsiuzbekistan reached 34.5 million views.