At the heart of the PEPSI Refresh Project was the power of storytelling. The social currency represented by the moving, uplifting and inspiring stories of grant recipients became a creative catalyst for the program.

We produced over 300 units of custom content for the Project, negotiated as part of the overall media packages. The program’s pro-social nature allowed media partners (including NBC, ABC, Facebook, You Tube, and Univision) to feature grant stories and program awareness messaging in both paid and earned media through high profile news programming nationally and locally.The program was aligned and leveraged with PEPSICO’s entertainment properties, including Major League Baseball, the NFL and NASCAR, by using property celebrities in distinct creative executions for paid media and by supporting their individual interests through earned media.The digital/social media initiatives were deep and engaging, providing PEPSI and the PEPSI Refresh Project huge numbers in fans, voting and views.

-37% of Americans now aware of Project versus 12-21% for similar cause marketing programs (Marketing Evolutions).-Surpassed media impressions goal by nearly 12-fold; generated over 3 billion audience impressions in eight months.-More than 199,000 tweets, while Facebook “likes” increased by more than 600% (300,000 to over 2.5 million).-Interaction with refresheverything.com significantly increased brand attributes, including favourability, intent, and trust along with intent to purchase among Millennials (Dynamic Logic).-Over 18.5 million unique visitors to RefreshEverything.com, January-November.-Over 13,000 projects received votes with 90 million votes cast.-2.6 million online comments to date.