The Digital campaign headed by Shiv Singh encourages users to submit charitable ideas which is then thrown open for the people to vote based on their likings. The most popular ideas or causes are then rewarded with a portion of a $1.3 million a month fund, financed by the company’s marketing budgets.
The campaign brands Pepsi in a positive way and allows people to share and express ideas for the communities that they live in. It works for the community as well as the brand.
The whole campaign is being executed online with the help of an interactive website refresheverything.com. The site has accrued a total of 7,500 applications and 42 million votes in the past 12 months. In addition to that traffic, the brand’s “likes” on Facebook have increased from 225,000 to well over a million in that period, and its Twitter following and YouTube presence have also grown.
Website: Refresh Everything