Report

Pepsi Co & OMD

Explore how PepsiCo and OMD used On Device's ‘Always On’ cross-media measurement solution to continuously track performance across four beverage brands, creating a consistent view of effectiveness to inform future planning and smarter media investment.

pepsi-case

Overview

PepsiCo & OMD commissioned On Device to provide an 'Always on' solution that produced a view of PepsiCo's performance across 4 beverage brands which would help inform planning and future spend.

Campaign Vision

Measure overall shift in both brand and advertising awareness alongside consideration and brand associations.
Identify where each media adds value alongside wider digital native advertising.
Demonstrate how varying media combinations work together and how this varied for each brand.

Our Solution

Using our Cross-Media Measurement System, On Device measured exposure to PepsiCo's campaign across TV, OOH, Social Media and Digital Media.

TV Brand Lift

OOH Brand Lift

Social Media Brand Lift

Digital Brand Lift

Our Results

Specifically, the December burst of activity helped drive metrics across the entire purchase funnel:

+6%pt

Increase in spontaneous awareness

0%pts 100%pts
Control 78% Exposed 84%

+8%pt

Increase in purchase intent

0%pts 100%pts
Control 56% Exposed 64%

+7%pt

Increase in brand affinity

0%pts 100%pts
Control 25% Exposed 32%
 Across July to December 2023, marketing efforts were successful in significantly moving the dial on brand salience and intent (+3%pt increase in prompted awareness and +4%pt increase in purchase intent). 
 Overall, AV channels drove visibility, whereas Meta and Radio were the most effective at building bottom funnel metrics. 
 Combinations of OOH & Radio or OOH & Social drove the largest uplifts at the lower end of the funnel, over indexing on brand preference (118 and 111 respectively) and intent (117 and 108 respectively). 

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Want to know more about us?

On Device is a trusted Brand Lift Measurement Partner

At On Device, we specialise in Advanced Brand Lift Measurement using passive exposure methodologies. Our Channel 4 & Talon case study shows the same approach applied to Out-of-Home measurement.

Speak to our team to learn how quality Brand Lift Measurement can deliver clarity you can act on.

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