The campaign featured big-name singers, actors, and influencers like Kathryn Bernardo, Daniel Padilla, and SB19 to engage audiences in a fun way while chatting about recipe recommendations, favourite meals and mealtime habits, and enjoying Pepsi.
Pepsi used a combination of multiple ad formats to bring the campaign to life, with the message of ‘Pepsi is a meal’s best friend’ being front and centre.
#PepsiHitSaSarap kicked off with a highly engaging Video Poll that featured the campaign ambassadors, who asked the audience to choose their favourite Pepsi meal pairings, such as ‘Pepsi + fried chicken’ or ‘Pepsi + sisig (a Filipino popular dish)’.
To drive massive awareness at launch, @pepsiphl used multiple Timeline Takeover and Trend Takeover campaigns to nab people’s first impressions of the day. A custom Branded Hashtag featuring an emoji further endeared audiences to the concept of #PepsiHitSaSarap.
@pepsiphl ran artist-specific Video Ads, each with a unique song to promote the pairing of Pepsi with a food item, to appeal to different fandom communities. To further drive conversation and engagement, Pepsi also utilised Conversation Buttons, which sent the audience an auto-response with a description of their personalities based on the food hashtag that they Tweeted.
As the highlight of the #PepsiHitSaSarap campaign, @pepsiphl live-streamed a virtual concert using Twitter Live. The fun event was filled with music, conversation, and games - over a meal, of course. During the live stream, audiences were also invited to donate meals to families affected by the pandemic simply by Tweeting, commenting, or sharing the live event using the branded campaign hashtag #PepsiHitSaSarap.
A Like-to-Remind Tweet was rolled out to drive excitement, so fans could be notified once the event went live.