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The strategic minds that created #PEPcares amidst a pandemic

This month's Marketing Masterminds are Izolde Kriel, Mindshare's digital strategic planner, and Monica McLoughlin, PEP's digital marketing manager. They discuss #PEPcares.

Izolde Kriel
Izolde Kriel
Monica McLoughlin
Monica McLoughlin

How did this idea come about?

Izolde

We had three tasks - continue to be relevant and connect with our customers in a meaningful way, take advantage of the decrease in competitor ad spend, and ensure no loss in ad spend revenue.

This brought to life the idea of #PEPcares.

Why was there a need for a solution like #PEPcares?

Monica

How does it work?

Izolde

Monica

What channels did you use for the campaign?

Izolde

Monica

And what were the results?

Izolde

Other results:

    - We gained over 11,000 new followers in one month, compared to an average of around 2,000 a month- Comments peaked at 1,200 per hour- Website traffic increased by 126%- New visitors to the site increased 140%- We achieved our highest ever Net Promoter Score of 9.2
Monica: We were kept busy, but it was such a joy, and that’s the overwhelming sentiment that we received from our customers as well. It was extremely heart-warming to see.

Were there any unexpected results?

Izolde

Did you experience any challenges with this campaign?

Monica

Do you have a stand-out memory from this campaign?

Monica:

Do you have plans to expand the campaign?

Monica

Izolde

What was your biggest learning?

Monica

How can people get in touch?

Monica McLoughlin: moc.serotspep@macinom
Izolde Kriel: moc.dlrowerahsdnim@leirk.edlozi


 
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