Right after obtaining some genuine critiques from the creative group at Cannes a couple many years ago, for case in point, we wished to find a way to systematically make our video clip creative greater. Our workforce in Europe responded by developing a “creative and media rating card” based mostly on established most effective methods, like YouTube’s ABCD framework. We joke about our love-despise marriage with the rating card. But the real truth is, it keeps us aligned, each internally and externally, with our company associates.
Due to the fact its creation, we have been operating to scale the rating card significantly further than Europe by incorporating it into an internal advertising and marketing dashboard that tracks our progress and lets us to share learnings across the teams. The rating card has shown us that scaling the learnings is just as crucial as scaling the approach. Even amid the pandemic, our creative approach continues to anchor in customer insights with purposeful messaging that tells our brand name story and drives effects.
3. Implement a examination-and-discover attitude to unlock innovation
Innovation is main to anything we do at PepsiCo, whether or not it is solution enhancement or advertising and marketing technique. Prioritizing a sturdy examination-and-discover agenda that has distinct plans, budgets, and measurement has empowered us to appear ahead and imagine more substantial by producing our creative extra productive and our media extra productive.
A single approach that we have been tests lately is personalization: matching tailor made video clip creative to particular audience segments to supply extra relevant encounters. Applications like Director Mix assistance us do this competently at scale, and we have seen terrific effect.
For case in point, very last calendar year we examined personalized video clip advertisements in a campaign for our glowing drinking water brand name, Bubly, and managed to enhance consciousness by thirty%. We took what we uncovered and utilized it to one more YouTube campaign we ran this summer season for Lay’s potato chips. For Flavor Icons, we created a collection of tailor made films around 4 exceptional Lay’s flavors encouraged by legendary meals across the U.S., like New York-type pizza and Philly cheesesteak, to attain audiences with an affinity for the dishes.