Good TikTok Creative Case Study — Pepsi on TikTok

Anthony McGuire
DailyTikTok
Published in
4 min readMar 10, 2021

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Photo by ian dooley on Unsplash

Simon’s Take:

Influencers isn’t a new idea. Brands have been paying celebrities for their endorsement for decades. The model hasn’t changed that much over that time — the brand gets pictures or video of the celeb with the product — and maybe a comment.

My favourite has to be James Brown reworking of Sex Machine for a Japanese noodle brand. Using sports people can be even harder — think of Liverpool and Gillette. So what do Pepsi do with their deal with Lionel Messi, Paul Pogba, Ianis Hagi and others?
A genius TikTok campaign that lets fans play with their heroes through use of Duets.
In his latest epic post on TikTok, Eugene Wei goes into a lot of detail on how clever the Duet feature is. But I cannot imagine a better use than this Pepsi campaign.

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Anthony McGuire
DailyTikTok

Tech, Entertainment, Media, Emerging Markets. Ex-Facebook and Singularity University.