We ask what went wrong with the Pepsi Refresh social media campaign.
With Pepsi's Refresh campaign, the brand put their faith in social media and by the everyday standards of the medium – succeeded. 3.5 million "likes" and 60,000 Twitter followers isn't anything to scoff at; but with a 5% drop in market share, did they strike the right balance between traditional and social media?
"Pepsi executed the perfect SM project – at least in the way that every single SM agency, planner and SM “guru” touts it. The results speak of the kind of interaction stats that are the goal of every brand but perhaps people engaged with a campaign that had absolutely nothing to do with a soft drink."