Case Study: PepsiCo achieves more efficient cross-media reach and brand impact with AudienceProject

PepsiCo lowers media costs with AudienceProject using Reels-style partnership ads

PepsiCo sought to understand the performance of its cross-media campaign for Lipton Zero ice tea to identify optimizations for reaching and impacting its audience more effectively. To achieve this, the company partnered with vendor AudienceProject and its cross-media measurement solution to compare channels like Facebook, Instagram Reels ads, TV, and online video.

AudienceProject's measurement provided PepsiCo with insights into channel efficiency, revealing that Reels-style partnership ads were significantly more cost-effective. The solution showed these ads had a 50% lower cost to reach people and were more efficient at lifting ad recall and message association compared to TV and online video. These results allowed AudienceProject to help PepsiCo identify key media mix optimizations for future campaigns.

PepsiCo