MIRINDA #RELEASETHEPRESSURE

Bronze Spike
TitleMIRINDA #RELEASETHEPRESSURE
ClientPEPSICO
Product / ServiceMIRINDA
CategoryE01. Integrated Campaign led by PR
EntrantEDELMAN Mumbai, INDIA
Idea Creation BBDO INDIA Gurgaon, INDIA
Media Placement MINDSHARE Gurgaon, INDIA
PR EDELMAN Mumbai, INDIA
Production RISING SUN FILMS Mumbai, INDIA
Additional Company EDELMAN Mumbai, INDIA

The Campaign

Our campaign was creatively structured to strike a chord with our target audience. Beginning with creating awareness around the topic, prompting engagement and ultimately driving behavioral change in the society, the campaign asked parents to pledge to ease the pressure on teenagers and gave them the strength to discuss the issue on an open platform. During the first phase, we reckoned that to connect with teenagers, we had to be present in media outlets popular amongst them. Our approach, in turn, was to kick off the campaign with digital born media outlets. To connect with parents, we used credible voices strategically to mobilize conversations and drive awareness. We also strengthened our consumers’ connect with the campaign, through a strong call to action to ‘Release the Pressure’, thereby triggering change at an individual level.

Execution

We strategically identified popular digital born media outlets - IndiaTimes, BuzzFeed, Mashable, India Today and Quint to co-release the film and drive organic conversations. Influencer Led: Building authenticity, we identified Zuni Chopra, a young author who resonated brilliantly with the campaign – she penned a moving poem on exam pressure, which was leveraged in the press. Her mother, Anupama Chopra, an influential film critic, amplified this poem and our film on Twitter. Celebrity social media posts were also amplified in the press to drive eyeballs. We leveraged a partnership with popular folk band Swarathma, who echoed our message through their latest song. Community Led: We hosted a Facebook Live chat with Fortis Healthcare on the Mirinda page to drive a vital conversation, directly with consumers and encouraged people to take the pledge. We collaborated with popular mother bloggers platform – MyCity4Kids to engage them in panel discussion on exam pressure.

Tier I: Total coverage: 197 (Online 191, Print 6), with 100% positive tonality 871 Million Media Impressions USD 5.3 Million in PR Value 72 organic social media posts Tier 2: Consumer sentiments: 99% positive commentary across platforms vs 52% pre-campaign- consumers have resonated and appreciated Mirinda for bringing forth this issue. 20k+ missed calls to pledge to release the pressure, received from labels on pack. A total of 1.57 Million pledges were made by parents to ‘Release the Pressure’

The Situation

Through Mirindas ‘ReleaseThePressure’ campaign, the integrated PR initiatives successfully drove credible conversations. We identified relevant third parties who resonated with the campaign, and cultivated relationships with them whilst utilizing mainly earned-media tactics. We were able to raise awareness, stir a debate and draw consumer attention to the issue of exam pressures, through an integrated, earned consumer-centric communications strategy and a strong influencer programme. The powerful PR strategy and timely execution helped the entire campaign take the shape of a social movement of sorts. A strong influencer model enabled continued engagement with media.

The Strategy

Target Audience - Mirinda’s ‘ReleaseThePressure’ campaign aimed to reach out to teenagers and their parents during the different phases of the campaign. Target Media – To have a powerful impact, and mobilize conversations around the issue, it was imperative to target consumer media, especially the widely read new age media. PR Planning and Approach – A three-pronged approach was devised to drive organic conversations in consumer media around the brand’s campaign, which involved: • A planned and targeted media engagement program to announce the launch of the digital film, which was published editorially on the country’s leading content websites and their respective social media platforms • Partnering with credible sources of authority such as Anupama and Zuni Chopra to co-create content which resonated with the brand’s message • Leveraging strategic partnerships with like-minded brands/ platforms such as Fortis Healthcare and mycity4kids to engage consumers in conversations around the campaign

Credits

Name Company Position
Bhavna Thapar Edelman India Director - Consumer Brands - India
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