- Digital / Pepsi / Operation Smile
- . Leer en español
. Ler em português - Brief
Every year around the world over 200,000 children are born with cleft palates and cleft lips. These problems affect their ability to smile and to lead a normal life. Since 1982, the Operation Smile NGO has been working in more than 50 countries providing free and high standard surgeries for needy children. Pepsi is one of the ONG’s main sponsors and RAPP was assigned the task of promoting the ONG among Latin American youths to raise awareness about the problem, to create engagement with the cause and to gain support for the children. - Strategy
Instead of using traditional advertising, Pepsi invested in social networking sites to promote and spread the message in support of the NGO. The action was focused on Twitter’s strength and a special tool was created for the website. The way the application worked was very simple: every time someone tweeted their support using the campaign’s hashtag #os_pepsi, a section of the photo of a child representing the NGO, divided in 250 little pixel squares, was filled with color. For each photo that was totally colored, Pepsi donated a surgery for Operation Smile. The whole communication was based on the motto: “Donate a smile for a child”! - Results
Thousands of people believed in the cause and within just 13 days the #os_pepsi hashtag became one of the most popular in the world. On 11/20/2010, #os_pepsi was trending topic in the world rank, in Venezuela and in Brazil, and received 118,750 tweets (a daily average of 9,000) while the campaign was running. Also, during the campaign period, the special section on Pepsi’s website received 69,664 unique visitors, with an average time of two minutes spent on the website and 107,068 page views. In less than two weeks Pepsi had reached its goal donating more than 450 surgeries to Operation Smile. But the best result of all was returning smiles to the children! - Awards
2011 | Portada Awards Top Panregional Digital Advertising Campaign
2011 | Gold at ABEMD Awards
2011 | Echo Leader DMA-Echo
2011 | Shortlist at Festival of Media LatAm Awards
