CLIENT
PepsiCo China
Jessica.Yang - Senior Marketing Manager
Lilly Yip - Vice President, Beverage Category
Nina Mu - Marketing Director
Brian Zhang - Marketing Manager,Pepsi brand,
AGENCY
Tina.Luo - Business Director
Kevin Zhu - CEO, China
Clark Sun - President, China
Elaine Lei - Senior Managing Director
Laurent Jiang - Senior Executive Creative Director
Itsuki Wang - Production Vice President
SUMMARY
From connecting with everyone with ONE brand video to MILLIONS of different, tailored brand videos for every individual, Pepsi’s 2019 Chinese New Year campaign became a viral sensation, made possible by Alibaba’s 10 years of database of 800 million Chinese youths and data-tagged footages shot across China by Pepsi. When consumers launch the Taobao app, a homecoming video capturing their life from start to present, threads together memories from their hometown childhood to current city life, featuring personal experiences. The campaign result: 20 million user-generated videos with 72% sharing rate.
