Schwip Schwap, by the soft drinks giant PepsiCo. A sparkling cocktail of orange and cola, an iconic treat in German-speaking Europe. PepsiCo ran social media video ads campaign achieving TV- scale results including a 14% lift in sales.
“Instagram and Facebook provided a strong sales uplift and exceeded our expectations. In a still-efficient way while outperforming our average return on investment benchmarks. The outcome proved that we’re on the right path. Evolving our media mix further from a very classic TV-centric model to a more multi-dimensional perspective, in which we increase the importance of digital even more.”
BENT BÖER, digital marketing manager, PepsiCo
Making a soft drink sparkle
For its reach and frequency campaign across Instagram and Facebook, Schwip Schwap created a series of short, mobile-optimised video ads for a digital-only campaign.
Using automatic placements, the video ads ran in Instagram feed and Stories, Facebook News Feed and Stories, Marketplace, and as in-stream video. Overall, the ad placement split was 62/38 in favour of Instagram.
The vertical-format videos were designed to catch the eye of a young target audience, using bright colours and images showing people having fun while enjoying the product.
Social media video success
The campaign proved that Instagram and Facebook alone, without any parallel TV activity, can drive significant sales and higher-than-normal return on ad spend, particularly among a young, mobile-first target audience.
Running between July 2–August 26, 2019, the campaign achieved:
- 14% lift in sales among people reached (compared with a general TV sales lift benchmark of 6%)
- 17.1 million people reached
- 91% targeting accuracy among adults aged 18–54
- 1.5X annualised return on investment (exceeding PepsiCo’s internal benchmarks)