Campaign Summary

Pepsi's "Bring Tet Home" campaign aimed to enthrall Gen Z and their families during Vietnam's Tet celebrations. By leveraging diverse media platforms and showcasing compassionate acts, Pepsi brought the essence of Tet to thousands of individuals in need, particularly overseas Vietnamese workers. The campaign utilized advanced digital tools and AI to efficiently target audiences, while also integrating CRM strategies to gather insights for future personalized engagements. This approach not only catalyzed consumption and gifting during Tet but also elevated brand equity by forging a profound emotional connection with consumers.

Strategy

Objective

The campaign's core aspiration was to inspire Gen Z and their families to choose Pepsi as their primary brand during Tet celebrations. By creating an emotional bond through compassionate acts and leveraging digital touchpoints, Pepsi aimed to increase consumption, elevate brand equity, and gather insights for future personalized engagements.

Context

Building on the previous year's success, the 2023 campaign extended assistance to overseas Vietnamese workers, particularly those in Japan facing challenges due to economic recession. This approach aimed to bring the warmth of Tet to those unable to return home, promoting unity and togetherness.

Target Audience

While Pepsi aimed to reach a mass audience during Tet, the campaign placed considerable emphasis on connecting with key family shoppers and Gen Z. By understanding the digital behaviors of these groups, Pepsi was equipped to offer personalized content and curate a customer journey that resonates, engages, and fosters loyalty.

Creative and Media Strategy

The campaign utilized mobile platforms, social channels, and influencers to touch hearts and connect deeply with the audience. Advanced tools and AI brought efficiency to the message delivery, while big screen consumption amplified the emotional impact during family moments. The media strategy was intertwined with CRM tools for real-time adjustments and enhanced engagement.

Execution/Use of Media

• Over 60 percent focus on mobile platforms
• Partnerships with influencers on popular social channels
• TV and online video integration during increased Tet consumption
• Utilization of advanced planning tools and AI in digital ad platforms
• Donation hub on the Zalo ecosystem for convenient mobile interactions
• Integration of CRM tools for data capture and post-campaign engagement

Business Impact

The campaign achieved significant results within two months of launch:

• Reached over 50 million Vietnamese
• 450,000 social engagements, 300 percent above benchmark
• 250 percent ROI on PR coverage
• 4,648 donations totaling 206 million VND (double the previous year and 150 percent above KPIs)
• Generated 11,000 tickets for people to return home for Tet
• 6-point increase in "Top of Mind" metrics relating to brand association with Tet
• 183 percent increase in Volume Share in January and February compared to the previous year
• $5 million worth of earned media generated

The campaign's success has paved the way for Pepsi to further invest in CRM-focused initiatives, extending the bond created during Tet throughout the year. It has set a benchmark for making CRM a central component in future marketing endeavors and potentially reshaped how brands approach festivals with a CRM-centric mindset. In addition, the campaign successfully associated Pepsi with the Tet occasion, increasing its "Top of Mind" metrics and creating a meaningful and relevant campaign catering to audience needs during both Tet preparations and gathering moments.