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 The resulting database offered
PepsiCo its first in-depth,
individualised understanding
of small traders across Brazil.

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 Brandtone ran a mobile marketing
campaign from July-December 2012,
for PepsiCo Brazil to engage with
small retailers and street vendors to
increase sales of Torcida Snacks
the first time the company had run a
trade campaign in Brazil solely using
digital channels.

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 One of the most successful
campaigns conducted by PepsiCo
Brazil in the companys history,
delivering measurable Return on
Investment and successfully
meeting all its objectives.

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 The Brief

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The Brief

Street traders represent nearly 90% of PepsiCos sales of Torcida snacks

in Brazil but, before the campaign, engaging with a vast amount of
informal traders and street vendors in a meaningful way was almost
impossible. The objective of this campaign was to increase PepsiCos
share of pocket across this target market, where vendors traditionally
purchase and retail lower end products, by offering direct and personal
incentives to encourage increased purchases.

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The Brief

Working with Brandtone, PepsiCo was able to offer Torcida vendors free
airtime via mobile redemption of codes printed on product shipper
packaging regardless of their handset or mobile network in return for
answering questions about their business needs and priorities.

In a country where there are as many mobile phones as there are people,
this incentive proved highly effective, reaching a third of the target
market and generating a significant sales uplift.

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The Brief

Through this approach, PepsiCo was able to gain an in-depth

understanding of this key market for the first time, building a vast
database of engaged customers with whom it can build on-going
relationships.

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 The Campaign

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The Campaign

The campaign entailed printing unique codes inside wholesale shipper

boxes of Torcida Snacks, with a call to action on the outside prompting
buyers to text the code to Brandtone/PepsiCo to claim an instant
personal reward.

The entire trade promotion, targeted at traders, was done completely

via mobile and the cloud; the first time PepsiCo had done this in Brazil.
Centring this campaign on mobile provided an efficient, direct
communication channel to engage, understand and reward one of
PepsiCos key target markets.

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The Campaign

Through Brandtones arrangements with the telecoms networks, vendors

could send the SMS on any network, free of charge and the reward of
free airtime was instantly credited to their phone. Yet thanks to
Brandtones deals with the networks, PepsiCo was charged a fraction of
the retail price for each real airtime reward that was granted.

The value the rewards offered were significant: equivalent to a 10%

discount on the shipper box. Unlike a discount, however, the incentive
could not be absorbed by wholesalers further up the chain.

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The Campaign

Furthermore, the approach was particularly effective because the

rewards were targeted directly at the vendors themselves, offering a
personal benefit in return for loyalty and increased purchases. This form
of incentive gave PepsiCo a valuable advantage over the low-priced B-
brands with aggressive price positioning that normally target informal
traders.

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 The Results

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The Results

7.4% sales increase compared with the same

period in 2011

Over 53,000 participants opted to further

interact with the Torcida

Redemption levels reached a peak of 3600

codes/day per trader well above the original
campaign target KPI of 3k codes/day

3.8 times redemptions per month on average

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The Results

15% increase in consumption frequency

compared with 2011

Encouraged an even sell out phasing of

25%/week of the monthly volume

Almost one third of the estimated informal

traders in Brazil were reached

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Case Study Video

Click on the link below to watch the Torcida case study video:

press play >

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 THANK YOU

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 Talk to us today.

Web: www.brandtone.com
Email: info@brandtone.com

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