Through the campaign, “Closing the Crop Gap,” we set out to raise awareness about gender inequality in Agriculture, an issue we've called "the Crop Gap." Our objective was to shine a light on this issue, highlight the importance of closing it, and create content that evokes an emotional connection with our audience. Our objective was to engage our audience in a meaningful and proactive way and incentive for them to help be part of the solution. Our final objective was to increase awareness of our companies involvement with sustainable agriculture, our commitment to empowering women and the action we are taking through a grant to CARE.
Our strategy was to create awareness and a shared purpose with our audience that inspires them to take action on a critical issue about gender inequality through giving a platform to women who typically wouldn’t have a platform to share their stories. We executed this strategy in three phases - an awareness phase, the video release and voting phase and a final video phase the features how grant's like the one from to PepsiCo to CARE can benefit women in agriculture.
We partnered with CARE and built a concept around featuring the voices of women farmers through long and short-form videos that were shot and produced by female filmmakers. The women in our videos told their unique stories of how the Crop Gap has impacted them, their families and their communities. We wanted our audience to have the opportunity to make a positive impact and help eliminate this issue so we asked our audience to vote on the video that resonated with them most and for every vote, the voter would receive a $25 credit to Kiva.org where they could loan to a female farmer (or another beneficiary of their choice), creating this shared purpose and allowing them to help without having to invest too much.
This is a global issue so we featured women from around the world – India, Poland, Egypt, USA, and Guatemala and created a global campaign that is multi-lingual and multi-market. The campaign was both global and locally targeted via local digital channels, earned media efforts and other partnerships.
We strategically limited branding and our corporate voice and let the story of these women shine and targeted audiences were interested in gender equality, agriculture, sustainability, women's empowerment, and those that we call “conscious consumers” (those that care about the social responsibility of the company that they are purchasing from).
Overall this campaign was very successful garnering over 110M+ impressions, 11M+ video views, 150K+ engagements. The campaign also resulted in a 19% increase in brand favorability, a 42% increase in people viewing PepsiCo as a socially responsible company, and 87% increase in the belief that PepsiCo is a leader in building a more sustainable food system.
The consumer incentives resulted in 2,100 votes with over $11,000b being loaned on Kiva.org.
We received 19 media placements with an estimated 133M+ unique monthly visits (combined) for our grant announcement and campaign coverage. The custom Twitter ad campaign called "Like to Remind" successfully drove engagement - garnering more than 14K opt-ins and outperformed CPE benchmarks by 8.5%. YouTube had a high video view rate, outperforming CPV benchmarks by 70% and almost half of the viewers watched the video for 30 seconds or more.
