Pepsi partnered with Chinese Internet TV giant Youku Tudou, for a multi-channel online movie campaign called “Bring Love Home.” The 30-minute web movie premiered simultaneously on Youku.com, Tudou.com, and in a Beijing theater packed with Pepsi celebrities. Prior to the movie premiere, the campaign successfully generated thousands of uploads, and by the end, the web movie had more than 100 million views.
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Brand: Pepsi | Sector: FMCG, | Objective: Build brand engagement | Country: China | Format: Video, Cinema, Youtube, Viral |
Pepsi’s campaign marks the latest and the most elaborate attempt by a major brand to create themed content targeting China’s massive and growing audience. Prior successful campaigns from brands like General Motors and Yili have earned more than 100 million views and upwards of 100,000 comments. Pepsi’s 2012 campaign of the same title involved a web movie released on Youku and a call for Youku users to upload videos expressing their wishes for their family members.
In addition to Youku Tudou's media platform, Pepsi also leveraged the power of Sina Weibo, Tencent Weibo, and Taobao into this multi-layered campaign.
"The Pepsi campaign is a perfect example of the kind of branding communications that we excel at," said Dong Yawei, senior vice president of Youku Tudou Inc. "We understand the Chinese audience and consistently deliver content that strikes a chord. With Youku and Tudou joining fully inter-connected, our ability to deliver commercially effective and socially affecting campaigns is huge, and only increasing."
