How Pepsi Max's 'Unbelievable' YouTube Channel Helped Increase Market Share
Aiming to grow its market share among 18 to 34-year-olds, Pepsi Max understood that social media and digital devices were an integral part of the everyday lives of this target audience. Pepsi Max launched a branded YouTube channel to serve as a hub for its 'Unbelievable' campaign and partnered with YouTube content creators and filmmakers to create 'Unbelievable' pieces of video. Thanks to a combination of paid and earned media, the eye-catching content has received over 50 million views and growing.
- Approach
- Partnered with YouTube creators, filmmakers and directors to create 'Unbelievable' content
- Launched a YouTube brand channel as the campaign hub
- Promoted content with paid, owned and earned media
- Goals
- Reach and engage target audience of consumers aged 18 to 34
- Create original and 'Unbelievable' content to act as social currency
- Increase flexibility and speed to publish with lower costs of production
- Results
- Expanded Pepsi Max market share
- Increased channel subscribers from 4,000 to over 66,000
- Content has achieved over 50 million views