CONTENT MARKETING HUB

Case Study

THE CHALLENGE

Build Loyalty Among Core Consumers

Diet Pepsi asked us to develop a digital campaign to support the re-launch of Diet Pepsi, a brand that had not been promoted for years. In order to do that, we had to attract and engage a relatively inaccessible audience using digital methods.

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THE STRATEGY

Use Content to Increase Loyalty

We redesigned the Diet Pepsi site, turning it into an integrated marketing hub, combining brand content, prize promotion, and social sharing. Instead of acting like an advertiser, Diet Pepsi became a credible content publisher strengthening its associations with Fashion, Home, Beauty, Food, and Lifestyle as well as its connection to consumers.

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The Idea

The Daily Sip

Every publication needs a purpose – ours was to entertain core consumers during their Diet Pepsi break. We provided daily chances to win prizes instantly and short format content. Daily email reminders re-engaged consumers. Syndicated articles and content drew new users to the site. And prominent social sharing on articles allowed users to easily save and share content, pulling in new viewers from their social graph.

CONSUMER-FACING WEBSITE

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Content Navigation

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CONTENT ARTICLES

Content Distribution

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DAILY INSTANT WIN PRIZES

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PRIZING: LED BY SIMMONS RESEARCH

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