Connecting Pepsi’s “Live For Now” value to its target audience.
Youths spend most of their time with friends, they do everything with their friends. They’re always looking for new trends, open for any possibilities to be the first of everything. YOLO! (You only live once) they said, when asked why they do what they do.
But unfortunately some of them are trapped with misinterpretation of being exist and accepted in social life. Some of them even feel too afraid to experience new things, to live in the moment.
Live For Now is about doing something fun, creative, positive, and spontaneous to maximize the regular moment with friends. Try new things to make them feel current and refreshed. Because the past is history and the future is mystery, so Live For Now.
We enlightened the youths about “Live For Now” digital strategy campaign First by creating an inspiring manifesto video to educate what is Live For Now and how to create it. Then we follow it up with an activity encouraging our audience to have their own version of it, and to submit their Live For Now moments in digital media.
- More than 500K people view Live For Now manifesto video
- 1.892 Live For Now moment shared to @ID_Pepsi
- More than 1.500 @ID_Pepsi new followers during activity
- @ID_Pepsi become most engaging tweet in January 2015
- #LiveForNow as top hashtag in Januray 2015
- @ID_Pepsi listed in 10 biggest twitter profiles on beverages category in January 2015
The coolest part of this effective digital marketing is, now our target audience know the best way to
LIVE FOR NOW!