Pepsi Scan to Win Point Marketing Strategy
With China's third consumption upgrade and changes in the main body of consumption, the marketing strategies of major fast-moving consumer brands have changed, moving toward personalization, networking, and increasing interactiveness. Online and offline promotions are effectively combined to create emotional communication between consumers and products, thereby promoting consumer purchasing power and increasing brand stickiness.
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Customer profile
On August 28, 1898, Pepsi was born. In the vast global beverage market, PepsiCo and Coca-Cola have fought for more than 100 years. Since the 60s of the last century, PepsiCo has seized on the consumption orientation of young people and embarked on the path of “stars brushing their face” that continues to this day. Overwhelming celebrity endorsement advertising has achieved good results. However, even though the celebrity appeal is very powerful, and as the marketing becomes more and more grounded today, the audience is becoming less and less interested in the endorsement of the big-name celebrities. This kind of all-star strategy is also considered out of place. Looking back at Pepsi's rival, Coca-Cola. In recent years, under the guidance of the global "Content 2020" strategy, from "creative excellence" to "excellent content", fresh ideas such as Coca-Cola's bottle of nicknames and lyrics bottles have been flocking, and Coca-Cola has established a storytelling approach with consumers. Dialogue, appealing to younger people is stronger than Pepsi and has won many popular cultural market shares.
Pepsi began to look for more creative, more catering to the general consumer psychology of marketing, do interesting marketing to stimulate public desire for consumption, and produce a brand complex, as well as micro-innovation in more refined and more specialized areas. To make a bottle of Cola not just as simple as carbonated drinks, but to become a new style and topic.
solution
In 2017, Pepsi Cola, which entered the 36th anniversary of China, and QQ Space, which entered the 12th anniversary of the year, carried out brand co-marketing. One is the brand of beverages loved by young people around the world, and the other is a social platform that hosts more than 600 million users' youth memories. In this brand-union campaign, the two brands became the writer Proust and gave the young There is a question: "What time do you want to grab?" A question that seems to be related to "reminiscent of history" is surprisingly youthful. In addition to diverting the online and QQ space cooperation, Pepsi has also launched a series of extensive extension activities under the line - "Sweep code red card + 500 points to extract VIVO X9s smart phone" dual game interaction, incentive-based operating mechanism, 50% of the The award rate, boosting consumers' confidence in winning prizes and enthusiasm for repeated purchases, the VIVO X9s prizes are also valuable, and word-of-mouth communication is motivating and attractive. Pepsi printed the two-dimensional code on a separate scratch card, which did not affect the production progress or damage the original packaging. Consumers participate in raffle points through offline scans. Consumers should first pay attention to “Weekly Cola Southwest” WeChat public number to extract red envelopes, so that all online and offline communication, online rapid increase in powder, expand online information push, while promoting offline purchase activities.
Specific activity process
Consumers will receive a scratch card when they purchase 2 bottles of beverages in the Pepsi Series. Scratch the coating and use the mobile phone WeChat to scan the QR code, enter the promotion H5 event page to learn more, and at the same time long press the QR code to identify and pay attention to "Pepsi Southwest" to participate in the lucky draw. Red packets will be sent from the WeChat public account to the winner via “Pepsi Southwest”, click on the red envelope and follow the prompts. In addition, each scratch card contains 100 points, and 500 points can be accumulated to participate in the activities of extracting VIVO X9s smartphones.
Activity effect
A total of 87,000 QR code cards were used in the squeegee scan code campaign launched by PepsiCo. The number of scanned QR code cards was 57,523, accounting for approximately 66.1% of the total. In this activity, whether it was the purchase of a new Coke user or the purchase of more than three times of loyal users has a slight increase, which also proves that the activity has a high amount of repeated participation, good stickiness, and high consumer participation enthusiasm. The event was effectively controlled through the technical background, which enabled the highest number of winning times to be effectively controlled and prevented the brushing phenomenon from occurring. The event is based on the effectiveness of the data flexible vote, the winners in a wider range of areas, significantly increased the influence of activities. Moreover, through this event, the interaction between the brand and consumers has been significantly improved, brand awareness and loyalty have increased substantially, sales in target sales regions have been effectively improved, and promotion costs have been successfully reduced. On the line, the Pepsi Sina WeChat account increased the number of net fans to 16,273, and successfully collected basic information of all consumers. WeChat red packets mobilized the enthusiasm of repeated purchases, set up point redemption, and attracted consumers to participate in activities while enhancing customer loyalty. .
to sum up
In fact, not only are beverage giants such as Pepsi and Coca-Cola, but many brands on the market have begun to work on packaging. They write some Internet languages on the packaging, and in conjunction with the holidays, some theme packaging, sweepstakes, etc. can generate positive interaction with consumers. Change marketing strategies for consumer behavior. In today's prevalent social media, what does it mean to give product packaging a new meaning?
First, the product is a dialogue. Today's communication between goods and consumers is endless. Therefore, brand owners must seize any moments of contact with consumers so that products can have a dialogue with consumers and leave a deep impression on consumers.
Second, packaging is content. If product packaging is interesting, consumers will have a new action besides buying products. They will share and spread, and users will spontaneously share. Therefore, packaging has become a new carrier for branding social content, in the traditional sense. Just to demonstrate brand identity and product feature recognition, products need to think about how to present more content on the packaging that consumers can share.
Third, the brand is emotional. Brands in the Internet age have gradually become a kind of mood. Whether it is the Coca-Cola nickname bottle or Pepsi Cola's emoji expression bottle, it is an expression of consumer sentiment. It also buys an attitude, a mood, and a kind of product. Emotions, therefore, give the product a more vivid emotion in order to stimulate consumer interaction.
Fourth, the network is culture. Regardless of nicknames or lyrics and lines, or facial expressions, they are the medium of communication in the virtual world. However, these words or expressions have become a culture in the young world. Therefore, the introduction of culture into products can trigger everyone. A cultural identity of the group, which allows brands to establish connections with them through this vehicle.