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
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