Pepsi devises extensive content strategy to engage with millennials through #PepsiMoneyHeistParty
The brand strategically collaborated with influencers, content creators and celebrities, which led the virtual party clocking 2.4 million views on MX Player, 3.3 million views on YouTube, and 3.4 million views on Twitter in 24 hours
Pepsi partnered with Netflix for the first time in India to celebrate the finale of the globally loved series, Money Heist, in order to engage with millennials.
Ahead of the premiere of Part 1 of the series finale on September 3 on Netflix, Pepsi unveiled a limited edition set of golden cans and packs inspired by the iconic series, leading up to the virtual fan party #PepsiMoneyHeistParty on October 9, 2021, for all Money Heist fans.
Here’s the YouTube video of the virtual event:
The brand strategically partnered with macro-influencers and content creators to execute the virtual fan party.
For the virtual party, Pepsi took on board celebrities and influencers such as Nora Fatehi, Yashraj Mukhate, Tanishk Bagchi, Vishal-Shekhar, Disha Patani, Jannat Zubair, Awez Darbar, and multiple creators famous for their dance and music skills and food bloggers. The party was hosted by Manish Paul, Indian television host and actor.
Keeping the target audience for Money Heist in mind, Pepsi chose all the influencers between the ages 15 and 30. This works well for the brand as their product caters to young adults. Even within the age group of 15 to 30, Pepsi segregated different categories and associated with influencers of different ages.
Saumya Rathor
Saumya Rathor, Category Lead, Pepsi Cola – PepsiCo India said that Pepsi considers influencer marketing as one of the most effective marketing communication tools. She said, “Influencer marketing has been a leading trend, used by businesses across every industry over the last few years, and it is safe to say that it’s here to stay.”
By bringing together dancers and creators such as Awez Darbar and Jannat Zubair, it became more relatable for people between the ages of 21-25. Similarly, involving Yashraj Mukhate worked well as he fulfils the brand aim of being more relatable to teenagers. And for people from 25 to 30 years, they have actors and influencers such as Nora Fatehi and Disha Patani.
Sharing her thoughts on influencer marketing and the benefits of collaborating with multiple content creators, Rathor said, influencers act as micro-amplifiers that can drive brand awareness, increase traffic, and drive consumer engagement through conversations for one’s campaign idea. They have great credibility, which is extremely important for the youth of today, as well as for the business’s gain – they reach out to ideal audiences across different channels, which allows the business to expand its reach across buyer personas.
With an estimated media value pegged around Rs 80 lakh, the influencer marketing campaign reached more than 24 million people on social media. The party was streamed on MX Player and garnered 2.4 million views there.
In just 24 hours of its launch, the party video garnered 3.3 million and 3.4 million views on YouTube and Twitter, respectively.
With this campaign, Pepsi became the first global consumer packaged goods brand in the world to execute a live masthead with YouTube.
Explaining the idea behind the collaboration with Netflix, Rathor said, the Covid-19 pandemic had propelled the growth of over-the-top (OTT) subscriptions by 60%, and even as restrictions ease and people are allowed to venture out for their entertainment needs, video streaming platforms are expecting around a 20% growth in viewership this year. These viewership trends set the context for our partnership with Netflix.”
On being asked what makes Money Heist relevant for Pepsi, she said, Pepsi has always had its finger on the pulse of pop culture. Money Heist remains one of the most widely loved cult shows of recent years. Known for its intriguing plot, the show and the effortless SWAG of its characters fit in seamlessly with Pepsi’s brand proposition.
The brand endorsed the event via various media handles such as Pinkvilla, which amplified it to a high extent.
In order to create buzz around the party, earlier in September, Pepsi launched a digital film shot by Bollywood director Ahmed Khan featuring brand ambassador Tiger Shroff. In the film, Tiger is sent on a mission by The Professor to retrieve missing the golden cans and packs. At the end of the action-packed film, Tiger successfully completes the mission and shares details of how consumers could register for the virtual fan party by scanning the Pepsi logo.
The brand also collaborated with musician and content creator Yashraj Mukhate to compose a special musical invite for the fan party.
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