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© 2018 Exponential. All rights reserved. Exponential, the Exponential logotype, and other products and services of Exponential. are trademarks, service marks, or registered trademarks of Exponential. 0118 Part No. 20180131
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Case Study:
PepsiCo – Festive VDX Campaign
Objective:Leveraging holiday festivities and increased spending prior to the Chinese New Year celebrations, PepsiCo promoted the Pepsi product by driving engagement through a contest and directing consumers to their website.
Solution:Exponential proposed a Video-Driven Experience (VDX) ad unit to fulfill on PepsiCo’s requirements. With its innovative and customisable ad features, complete opt-in functionality and ability to hold a user’s active attention, VDX was the ideal ad format to execute this campaign.
In addition, PepsiCo’s campaign was optimised to a bespoke pool of audiences and behaviours as well as targeted channels, which ensured that the right audiences were targeted.
Results:PepsiCo’s campaign achieved significant results, well above internal benchmarks. This proves that the consumers were highly engaged, spending a great amount of time in the ad unit, interacting with the PepsiCo brand and ultimately being guided along the purchase funnel.
Key Highlights:• The bespoke VDX ad unit allowed for PepsiCo’s creative
assets and messaging to be thoroughly enjoyed by the consumer; starting with the video, to the contest, then directing the consumer to PepsiCo’s website.
• The top-performing channels for this campaign were Entertainment, Sports, Shopping, News & Media, Home & Family and Education & Reference; where the audiences are highly engaged and likely to convert.
DESKTOP INSTREAM VDX
UNIT
MOBILE & TABLET VDX ADHESION
UNIT
ENGAGEMENT RATE1.2%
ENGAGEMENT RATE2.1%
CLICK-THROUGH RATE1%
CLICK-THROUGH RATE1.57%
AVERAGE TIME SPENT18 Sec
AVERAGE TIME SPENT24 Sec
