PepsiCo Sees Thumb-Stopping Results from Cinemagraphs Created by Flixel Studios
Given their incredible brand presence around the globe and ever-expanding food and beverage product lines, PepsiCo is well-versed in how to generate top-of-mind positioning amongst their consumers. With their new lemon-lime beverage Mist Twst, they wanted to stay true to the brand’s mission of exposing people to dynamic stories and experiences with a new approach in Facebook advertising. Learn how PepsiCo put a twist on their strategy with cinemagraphs.
PepsiCo turned to cinemagraphs — a visual medium that blends photo and video in magical new ways — as an alternative to still photos in their campaign for Mist Twst. Aware of their thumb-stopping power and low production costs, PepsiCo decided to compare cinemagraphs against still photo ads on Facebook in a split A/B test to see how they would impact their engagement and contribute to their larger brand awareness story.
Still Photos vs. Cinemagraph A/B Test Targeting
The PepsiCo Digital Team identified close to 1.1 million individuals in the United States that fit their target demographic profile and served ads on desktop and mobile news feeds on Facebook. To setup a control and treatment group, the campaign budget was evenly split among a cinemagraph and a still frame from the same video with identical targeting parameters.