The most popular English word of 2014 is not a word, it's a symbol amongst a group of symbols that have become a language used millions of times a day; Emojis!

The idea was to:

-drive excitement through collectability with a fully randomized 20oz Single Serve line-up.

-drive awareness with a comprehensive media plan using TV, Digital and Out-Of-Home advertising.

-develop creative visually and audibly strong enough to break through the advertising clutter in only 5 seconds.

Developed new agency collaboration model, enabling two creative agencies, media agency, and marketing/media team to work hand in hand from concept to production to trafficking

Created new trafficking system that required 116 combinations of “creative pods” to allow for specific groups of 3, :05 spots to be trafficked to exact stations (across 40 Networks) and aired in specific programs, to deliver unique creative stories

Google: Search campaign that allowed 100 specific Pepsi Emoji videos to be matched with top Summer search terms

Facebook: Over 50 mobile newsfeed optimized videos created

Twitter: Official launch partner for Twitter #Stickers

Snapchat: Created customized World Emoji Day Pepsi Emoji lens

Created a new standard for real time TV response: Empire Season Finale

"Emojified" iconic Diet Pepsi Cindy Crawford spot and created a custom integration on Late Night with Jimmy Kimmel

Developed innovative consumer activations: Interactive Times Square Billboard; integration with STORY retail store (NYC)

Created momentum for the Colas business: After years of Single Serve share swing losses to the competition, the Pepsi Emoji program generated 13 weeks of consecutive Single Serve share swing (+0.4) and the results have continued beyond the campaign.

Significant impact on brand perceptions:

-The brand enjoyed a significant bump in awareness during the campaign (46% of respondents polled had seen/heard something about Pepsi and the Emoji campaign vs. those polled before the campaign).

-Despite being outspent by our competitor, consumers found the PepsiMoji campaign most appealing (39% for Pepsi vs. 24% for our primary competitor’s Music program)

-700 Million earned media impressions

The Pepsi Emoji Campaign required us to think and do things differently, resulting in capability building across the organization.