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"Using Amazon Ads partner Popular Pays helped make this opportunity turnkey and a success in the face of tight timelines. The collaboration across teams was second to none." – Chris Bellinger, Chief Creative Officer | PepsiCo Foods US
Challenge
PepsiCo Foods US wanted to reach new audiences by bringing social media content to TV screens. They aimed to drive brand awareness among home cooks and younger demographics, particularly Gen-Z consumers, while achieving full-funnel impact with strategic use of original, engaging content.
Solution
Popular Pays identified and engaged content creators who had successfully worked with consumer-favorite foods to drive consistent engagement across social channels. In under one month, from briefing to launch, Popular Pays produced 15 episodes featuring creators making recipes with Frito-Lay products, along with a channel trailer for the Fire TV home screen. When an ad for FLVR appeared on their home screen rotator, Fire TV users could hover over it to watch the trailer and click to access the FLVR channel, where they could watch videos and order Frito-Lay products directly from Amazon.
Result
The campaign delivered 9.6 million total impressions (5.9 million unique) with a 64% video completion rate among all audiences and over 70% for Gen-Z specifically. It achieved product detail page views 15x above benchmark and a return on ad spend 50x above benchmark. New-to-brand shoppers were responsible for 47% of overall sales, a rate propelled largely by Gen-Z consumers. The campaign was so successful it earned Silver for Best Micro Creator Campaign at the Global Influencer Marketing Awards in London.
