2025 AMRA Brochure - Flipbook - Page 19
PepsiCo & OMD UK with On Device— PepsiCo
passive cross-media measurement
PepsiCo, through their agency, OMD, set out to build an
always-on, passive, cross-media measurement solution to
gain insights into the performance of marketing across their
four key beverage brands. It needed to provide continuous
monitoring of campaign effectiveness, thus allowing a
more dynamic marketing strategy and a more nuanced
understanding of how to optimise campaigns. On Device
were chosen to help execute the project which covered 10
media channels and a large number of brand KPIs. Multiple
elements were leveraged to help deliver passive tracking,
On Device used their expertise to process the data and
respondents were served with a bespoke brand impact survey.
Performance results were analysed at campaign and channel
level for each brand, allowing an understanding of how
different media channels work together to drive PepsiCo’s
brand KPIs.
Judges’ comment
“This ambitious project challenged a number of different
teams to collaborate to deliver an innovative solution. Tracking
elements were successfully blended with a technological
approach to give a high quality dataset against which PepsiCo’s
brand metrics could be measured, ultimately delivering better
campaigns and stellar results.”
Wavemaker UK & Keep Britain Tidy — Cleaning up
Britain’s streets using a duck and a butt box - how
monitoring behaviour change brought new products
to market to make Britain a better place to live
Wavemakers’ 2022 Keep Britain Tidy campaign impact
study showed there are only six million smokers but
cigarette butts account for 66% of littered items and yet
smokers didn’t see themselves as litterers. This study set
out to further develop those 昀椀ndings, whilst maintaining
comparability and effectively track how a critical new
campaign and approach was received amongst this niche
audience of smokers and if their ingrained behaviours
were changing as a result. Using their established online
quantitative tracking approach, with enough sample to allow
for subgroup analysis, alongside a deep dive qual and quant
assessment of the creative messaging, results were delivered
alongside media performance metrics to place them in
context. The study proved that the media investment by
Keep Britain Tidy was having a positive impact on the
behaviour and resulted in a 96% increase in funding,
with a 44% fall in littering of cigarette butts.
Judges’ comment
“The 昀氀exible, ever-evolving approach was impressively
executed, to deliver outstanding results that exceeded
expectations and changed ingrained behaviours, all within
a charity-sized budget.”
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