When PepsiCo needed to evolve their shopper-focused e-communications program, they turned to Hagopian Ink. Our creative challenge on behalf of this long-term client was to build a unifying concept and editorial approach from disparate individual product and promotional messaging that Pepsi could then use to engage with its 4.5M email subscribers on an ongoing basis.
Personalized content to foster connection
In response, we created the Pepsi Quench email messaging campaign, targeting families, moms and deal-conscious shoppers. We developed the overall strategy, campaign name, design template and branded content on behalf of Pepsi. We understand that customers want a human element to their engagement with brands, and have created ever-evolving personalized content and calls to action that connect customers to the Pepsi family of products in a relatable way.
Collaborative email campaigns that drive clicks
Hagopian Ink collaborates with Pepsi’s own in-house digital marketing department to complete ongoing email campaigns to each target market, including providing copywriting, design, HTML development and system testing across multiple browsers. Individual email campaigns are updated several times a month with 5–6 brand messages per email. Our most recent updates have included responsive designs for mobile devices, and adding another layer of localization and personalization.
Crushing Industry Standards
Through a combination of engaging design, compelling offers, inviting subject lines and relevant content, Pepsi’s email open rates increased to a 2-year average of 19% and a click rate of 16%.