Wanting to take a fresh approach to launch its #PepsiLime drink, Pepsi Thailand (@PepsiThailand) saw an opportunity to drive deeper engagement with audiences online by tapping into one of Thai consumers’ top passion points: their love of food.
Using key insights about food lovers’ conversations on Twitter, @PepsiThailand partnered with Twitter through an innovative launch campaign to boost awareness of #PepsiLime and strengthen associations between the Pepsi brand and the nation’s love of food.
As a nation of food lovers, Thais love talking about food. In fact, food is one of the top most talked-about topics for Thai audiences on Twitter. Leveraging on this insight, @PepsiThailand partnered with Twitter to develop a launch plan to engage food lovers and put #PepsiLime at the centre of food conversations.
@PepsiThailand used key insights about what motivates Thai people online to maximise the launch of #PepsiLime. With food being one of the top three passion points for Thai audiences on Twitter, it developed a launch plan to get food lovers involved and get them talking about #PepsiLime.
The two-phase approach first generated hype and excitement around the launch, before driving deeper engagement through post-launch conversations with the innovative use of auto-responses.
In phase one, @PepsiThailand used Promoted Trend and First View for a 24-hour takeover of Twitter’s top trend list and priority access to people’s first impression of the day. @PepsiThailand was able to reach its audience at a time when they were most receptive, which helped to create buzz around #PepsiLime and drive mass awareness on Twitter on launch day. To build on the buzz, @PepsiThailand supercharged the conversation with a custom emoji, which appeared every time audiences Tweeted #PepsiLime.
Phase two sustained the hype by using auto-responses to further engage audiences. When people liked a campaign Tweet, the Heart for Surprise (Auto Responder) served them with a special #PepsiLime promotion. While the Emoji Auto Response feature asked audiences to Tweet the #PepsiLime hashtag along with one of the five designated food-related emoji (, ,,,) in order to receive a special promotion linked to one of @PepsiThailand’s restaurant partners. For example, if people combined #PepsiLime with the drumstick emoji , they would get a KFC offer.