Pepsi is currently facing a pressing challenge in launching its new campaign targeted at Generation Z. The brand's objective is to establish a strong and meaningful connection with the target audience while simultaneously enhancing brand image and fostering brand recall. The brand team and media team have encountered difficulties in identifying the optimal media execution for this campaign. The primary concern lies in determining the most effective approach that resonates with Gen Z, fostering genuine engagement and brand loyalty.

Despite the prevailing trend of other brands investing in K-pop or international celebrities for marketing campaigns, Pepsi recognizes an opportunity to leverage the campaign to support the growth of the T-pop industry and enhance Thai soft power. By collaborating with T-pop artists, Pepsi aims to not only elevate their creative work but also contribute to the artists' fan base, thereby generating excitement and anticipation among the target audience.

Pepsi aims to launch a campaign that turns every T-pop fan into a Pepsi fan through music and creates the most memorable summer ever between fans and their T-POP idols by producing the biggest T-POP collaboration in history between 2 of the hottest pop groups in Thailand.

Pepsi strategized a unique and compelling media execution that aligns with Gen Z's preferences and values, while simultaneously leveraging the potential of T-pop collaborations to create a captivating and impactful campaign.

Despite the prevailing trend of other brands investing in K-pop or international celebrities for marketing campaigns, Pepsi recognizes an opportunity to leverage the campaign to support the growth of the T-pop industry and enhance Thai soft power. By collaborating with T-pop artists, Pepsi aims to not only elevate their creative works but also contribute to the artists' fan base, thereby generating excitement and anticipation among the target audience.

The launch of the music video, accompanied by the official music release, elicited a remarkable response.

Through the T-pop collaboration, Pepsi had effectively positioned itself as a devoted supporter of the T-pop music industry. The enduring success of the campaign was further evidenced by the continuous stream of positive feedback on various social media channels, including Twitter and Instagram, platforms where Gen Z is known to spend significant amounts of time. By strategically incorporating TikTok, Pepsi consistently garnered affirmative sentiments resulting in increased campaign visibility.

Additionally, solidifying its presence as the main sponsor of the T-pop event and expanding into on-ground activities where fans can meet the artists further amplified the campaign's impact and resonance with the target audience. In conclusion, the strategic collaboration with the T-pop music industry enabled Pepsi to execute a powerful and impactful campaign that resonated deeply with the Gen Z demographic.

- The campaign attained an impressive 55% Share of Voice on YouTube through the strategic utilization of YT Masthead ad. The accompanying music video, propelled by its captivating appeal, garnered a staggering 4 million views within a mere three days of its launch, setting a remarkable record for T-Pop Music VDO.

- In addition to the astounding viewership, the campaign sparked a vibrant wave of user-generated content (UGC) on TikTok, amassing an impressive count of over 7,000 UGC videos. This dynamic engagement translated into a remarkable 168% surge in overall engagement rate.

- Music Video completion rate 25% higher than the industry benchmark.

- TOM Awareness (By KANTAR) Results: Lift in TOM by +5 pts (Y22 vs YTD'23)

- Engagement Results: Engagement rate 8% (comparing to 6% benchmark)

- Relevancy Results: VDO Completion rate 48% (comparing to 22% benchmark for long-form VDO)