Pepsico is convinced that online video, especially YouTube, must be used in addition to TV talk.
6 seconds to convince: it’s short. Too short ? When some theorize, others test and analyze. This is the case of PepsiCo for its brand Lipton Green Ice Tea. Convinced of the media performance of Bumper Ads, YouTube’s 6-second non-skippable format, the company is seeking to measure its business impact of a reallocation of the equivalent of 17% of GRP TV on YouTube. Result: +13% on sales.
An approach that, for the company, must also focus on short formats, impacting, mobile first and especially branded from the first second.
To test this approach, with a 100% Bumper Ads, Lipton Green Ice Tea partners with MarketingScan to measure the impact on sales of a 6-second format.
As part of this study, the iced tea brand transfers the equivalent of 17% of its TV budget to YouTube. It then defines, with the MarketingScan device, a single TV broadcast area and a TV + YouTube broadcast area.
After a month of experimentation, the media mix online and offline adopted reveals its effectiveness.Main results of the study