People's Exclusive from Timati and Babkina PRT Edelman Affiliate
Task
PepsiCo introduced new products: Lay's chips “Sour cream in Russian traditions” and Pepsi Mango drink in the X5 stores (Pyaterochka and Perekrestok). Famous Russian folk singer Nadezhda Babkina and hip-hop musician Timati became the faces of the large-scale integrated campaign "People's Exclusive". It was important for brands to cover different target audiences: the elder generation and teenagers. To achieve the goal agency's team used classic and non-standard PR tools
Ideas and solutions
For an outstanding "People's Exclusive" campaign it was necessary to find an interesting approach and angle of communication. For example, give the POS figure of Nadezhda Babkina posters with unusual inscriptions like "The Hope of Russian Rap", which were noticed by other musicians, for example, Charlotte and Pasha Technik. Or make a limited collection of scarves, the design of which combines modern and Russian folk styles to share with fashion and lifestyle media. It was crucial to work with bloggers. Instagram masks were created for the People's Exclusive campaign and driven through bloggers accounts. Top influencers asked their followers to rush to stores for new products and urged subscribers to follow the link from the stories and vote for a possible collaboration between Timati and Nadezhda Babkina. More than 10 Instagram bloggers took part in the action. The total coverage of posts was over 3 million. We even created an account for Babkina in TikTok! The most successful among all campaign activations was the battle between the two most popular Russian TikTok houses - Dream Team and XO Team. Tiktokers composed mini-stories, danced, ate and drank at speed, challenged competitors, all this with Lay's and Pepsi products, using Babkina and Timati track. Bloggers performed individual tasks, in the description they marked Tiktokers from the "rival house". Other TikTok users joined the friendly "competition" and the campaign had a truly viral effect: The coverage of posts on TikTok has doubled the KPI and reached more than 10 million; Campaign posts received over 2 million likes and over 7,000 comments; We regularly reported on all stages of the campaign in the media and telegram channels, and received more than 70 publications with coverage of about 100 million.
