As a tie-in to the world’s biggest sporting event in Brazil, Pepsi launched their first ever fashion and art initiative—the Pepsi Capsule Collection. It was a unique visual and artistic collaboration between Pepsi, fútbol, and 6 internationally renowned street artists that was designed to inspire and excite global audiences to shop, explore, and engage with curated lifestyle products.
Social House’s objective was to take this live event and bring it to the digital world. We needed to create an experiential hub for global audiences on social media.
We centralized the collection by bringing 6 brand partners and 3 major retailers together into one unique online hub—a custom microsite designed and built by Social House that housed the digital initiative. On the site, global audiences could access visual assets and lookbooks encapsulating this groundbreaking collaborative fusion of art, fashion, and sports. Furthermore, we amplified exposure by building a global content support program across Facebook, Twitter, and Instagram to spread word far and wide and ultimately build brand equity while driving in-store and e-commerce traffic for the brand partners.
Reach and Engagement
Over 328 Pepsi Capsule Collection posts across Pepsi, global markets, brand partners, and participating retailers received 62M impressions and nearly 100K engagements (Instagram, Facebook, and Twitter).
Interest and Conversions
Site visitors spent an average of nearly 4 minutes viewing the product collection (4x more time spent than on any other page of the site); 25% of all microsite visits converted to clicks to products on participating retailers’ websites.
The Capsule Collection enjoyed social coverage across a wide array of publications, including InStyle, Nylon Mag, Fast Company (CoCreate), Fashionista, and High Snobiety.