How Mirinda’s #ReleaseThePressure leveraged the power of influencers to sensitise excessive parental pressure

Case study by Mindshare for Mirinda wherein it used influential voices to create conversations about the issue of parental pressure, submitted under the category: Best Influencer Campaign’ for LI Content Marketing Awards 2017

Mirinda Release The Pressure

The Client

PepsiCo, Inc. is a multinational food, snack, and beverage corporation having interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC food and beverage businesses in the country. PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value.

The Agency

Mindshare is a global media agency network with billings in excess of US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

Problem Statement

Teenagers in India have faced a slew of parental pressures. Strongly rooted in tradition these have taken the form of rigid expectations around career paths often leaving teens helpless. Often the consequences have been fatal, leaving teenagers on the brink of desperation. WHO in a study ranked India among top 3 globally on teen suicide.

The real issue being Teenagers found it increasingly difficult to approach and have a conversation with their parents.

Identified Objectives

Considering Mirinda as a brand stood for making stressful situations lighter through play and mischief it had a strong opportunity to start a new conversation. Couldn’t it now use this light hearted touch to break ice between teens and parents on issue of excessive parental pressure?

The Strategy/Execution

In emerging India, teenagers struggle between pursuing traditional ideas of success and embracing emerging ambitions. Mark sheet defines teens only instead of their hunger to discover their passion.

In the context of a progressive narrative, our consumer immersions with teenagers revealed an antiquated parenting style where obsession with marks remained strong.

An intervention was much needed as India has 2.5mn teenagers who give their exams every year. A few had even written letters to their parents expressing their fears and thoughts of suicide but were too afraid to share them.

The creative idea borrowed from this insight –

We created a platform for the teenagers to express – An Open Letter straight from the heart where they could pour out their fears – not just of exam failure, but fear of letting their parents down.

Media acted like a megaphone that pricked parent’s conscience and forced them to listen.

To generate awareness of #ReleaseThePressure we needed to strike the cords of both parents and Kids. We launched the short film on YouTube masthead which delivers over 200 million impressions everyday so that we can start conversation amongst parents. It was a mass platform to build awareness and give quick reach to the campaign.

To further amplify the communication, we brought on board credible, influential voices of authority including psychologists, Bollywood parents and teenagers to get people talking about this issue.

Campaign was also amplified via:

  1. Teen celebs, were chosen to write open letters
  2. Other celebs/ parents from Sports and Bollywood like Malaika, Sehwag & Rana
  3. mycity4kids was used to activate Mom bloggers community
  4. Native articles were used extensively to create awareness

On the day of the exams top newspapers carried tear away stickers with motivational messages which parents stuck on their kids exam boards.

Mirinda release the pressure website

Results

Over 27.7 million views on the Short film. This organically took our campaign on top which delivered another 1 million views.

  • The campaign has reached over 154 million people and delivered 649 million impressions.
  • We received 1,578,915 pledge from parents to release the pressure.
  • 9% positive conversations about Mirinda.
  • PR value of more than 1.8 million dollars.
  • The conversation around Mirinda was 138 times higher than the nearest beverage brand.

India’s biggest cricket celebrity Virendra Sehwag and Fashionista Mom Malaika Arora Khan shared their picture with the bottle cap, generating support for campaign.

Case study video

Mirinda #ReleaseThePreassure

How Mirinda India broke the ice between teens and parents on issue of excessive parental pressure.Agency: Mindshare India

Lighthouse Insightsさんの投稿 2017年10月26日(木)