A cutting-edge campaign by OMD for Frucor’s Pepsi has taken out a Yahoo New Zealand Digital Strategy Award. With the Kiwi teenager at the forefront of its strategy, OMD developed a customised site within Yahoo Entertainment as a digital hub for teens. It brought together content from ambassadors, Yahoo globally and social media, and hosted three Pepsi parties during the year – created by teens, for teens, and with teens.
The campaign followed changes to the media landscape – including the closure of the only local broadcast teen channel – Pepsi and OMD established Pepsi ON as a long term media channel for teens.
OMD and Pepsi worked with Yahoo NZ to create a unique visual identity for the campaign, hosted within the Yahoo environment, mirroring the feel of social media, and harnessing a mix of user generated and curated content from teen ambassadors.
Tumblr feeds were incorporated into the Pepsi ON site and users can pin ON content into their blog to further amplify the brand through social.
The creative agency was Colenso BBDO.
The campaign exceeded expectations by doubling Facebook engagement within a month of going live and achieving 22,930 unique user impressions against a target of 8000 – up by 287%.
The judges praised OMD for a strategy that delivered real value to the day-to-day lives of teens, and the judge, Mohawk Media managing directrix Helen Baxter, commended the way teen content including photos, social media, music and videos was curated to create an integrated digital platform that has become a real go-to hub for New Zealand teens.
“OMD’s Pepsi ON campaign harnessed curated content from real teens to create authenticity and a sense of ownership,” Baxter said. “It was successful in increasing social engagement levels and brand equity, as well as creating opportunities for ongoing activity through a new teen channel on Yahoo.”
The other judge was Interactive Advertising Bureau general managerAlisa Higgins.
The World Wide Fund for Nature was awarded as runner-up for its The Last 55 campaign, which saw WWF develop a Facebook app that captured individuals’ user data and converted it into a personalised video, reaching over 43 million people on Twitter and over seven million on Facebook. A total of 100,493 signatures were achieved from 216 different countries, well surpassing their target of 20,000 by 502%.
Yahoo! NZ general manager sales Louis Niven said the awards are an opportunity to recognise innovation in digital strategy. “Digital campaigns are now central to media strategy, and it’s fantastic to see New Zealand businesses continuing to push the boundaries in the digital sphere,” Niven said. “We congratulate OMD and look forward to seeing what innovative campaigns the next six months will bring.”
The Yahoo! Digital Strategy Awards are run bi-annually and assess a campaign’s ability to deliver against key objectives and successfully address marketing and business challenges.
- Entries for the next Yahoo! Digital Strategy Awards are now open. For more information, visit nz.advertising.yahoo.com/awards/dsa.
About the Yahoo! Digital Strategy Awards
Launched in April 2010, the Yahoo! Digital Strategy Awards focus on the key role media strategy plays in the success of digital campaigns, and aim to recognise and reward smart digital thinking.
The awards are judged bi-annually, with the two winners going head-to-head to for the title of Yahoo! Digital Strategy Grand Prix winner. The Grand Prix winner receives $10,000 of media space on Yahoo! New Zealand, plus free entry into the 2015 Beacon Media Awards Best Use of Digital category.
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