Submitted by Billion Dollar BoyAgency IPI Score 83/100

Taste Us, Love Us

Influencer Marketing

Billion Dollar Boy deployed 123 creators across 431 posts for PepsiCo in the UK, generating 54M impressions and a Nielsen-measured 79% lift in purchase intent.

9MVideo views
54MTotal impressions
80%Would recommend brand
79%Purchase intent increase
80%Agree brand has great taste

About the campaign

For a portfolio brand consumed more than a billion times a day across more than 200 countries, PepsiCo's problem was not awareness but preference: ubiquity breeds familiarity, yet passive recognition is a poor predictor of purchase. Taste Us, Love Us, developed with Billion Dollar Boy, set out to close that gap by moving consumers from awareness to active purchase consideration through creator content produced at scale.

Rather than relying on a handful of high-profile macro placements, the agency recruited 123 creators who produced 431 posts across their own social channels, a bet on cumulative, distributed trust, where audiences encounter the brand through voices they already follow, over single high-reach moments.

The campaign generated 54 million impressions, a figure the agency reports and independent trade press corroborates, along with 9 million video views. On the metric that mattered most, purchase intent, the agency reports a 79 percent lift while trade press coverage of the same campaign records a 15 percent lift; the discrepancy is not reconciled in available sources, and the measurement methodology is undisclosed. Trade press also counts 427 posts to the agency's 431. Campaign dates, markets, and platforms were not disclosed.

Case in 60 seconds

PepsiCo needed to move consumers beyond passive awareness toward active purchase consideration across its product range, a persistent conversion challenge for a large established food and beverage brand.

Audience-centric buying is a stated part of PepsiCo's wider marketing approach; reaching the right consumers through trusted voices at scale could close the gap between awareness and purchase intent.

Billion Dollar Boy designed an influencer campaign called Taste Us, Love Us, built to build consumer affinity and drive purchase consideration by producing creator content at scale rather than relying on a small number of high-profile placements.

123 creators produced 431 posts distributed across social media channels; specific platforms are not named in the available sources. Independent trade press corroborates the 54 million impressions figure for the same campaign but reports a different post count that could not be verified against source evidence.

The campaign generated 54M impressions and 9M video views. The agency reports a 79% increase in purchase intent, measured via Nielsen's Influencer Brand Effect study. An independent trade press account of the same campaign cites a different purchase intent lift, but that figure could not be corroborated against source evidence and is not repeated here.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Consumers across PepsiCo's broad product portfolio in the UK, aimed at people who were aware of PepsiCo brands but had not yet converted to active purchase consideration. The source material does not specify demographic targeting beyond this.
The source material does not detail a specific cultural tension underpinning the campaign. Based on the available evidence, the tension is a general one for megabrands, ubiquity breeds familiarity but not necessarily active preference, making passive awareness a poor predictor of purchase.
For a large portfolio brand like PepsiCo, converting shoppers who are broadly aware but not actively considering the brand is a persistent difficulty. The campaign's framing around purchase intent, not just reach, reflects that challenge.
Billion Dollar Boy positioned creator content as a vehicle for building affinity across PepsiCo's product range, using trusted voices to carry the brand into consideration rather than relying on paid broadcast alone.
Producing content at scale across a large roster of creators increases the probability that audiences encounter the brand through a voice they already follow and trust. The campaign's reliance on 123 creators rather than a handful of macro-influencers suggests a bet on cumulative, distributed trust over single high-reach placements.

Creative & Execution System

Assets & channels

  • Social media posts (platform not specified in sources)
  • Video content (evidenced by 9M video views reported by the agency)

Partners

  • Billion Dollar Boy — lead influencer marketing agency, confirmed by agency work page and independently by trade press

Participation mechanic

  • Paid influencer content creation and distribution at scale across a 123-creator roster

Creator role

  • Paid content producers briefed to build affinity and purchase consideration for PepsiCo's product range
  • Distributed through each creator's own social media channels

Results & Evidence

MetricValueResult typeConfidence
Total impressions54MReachAgency reported
Video views9MEngagementAgency reported
Purchase intent lift79%Brand liftAgency reported
Would recommend the brand80%Brand liftAgency reported
Agree brand has great taste80%Sentiment liftAgency reported

Why Billion Dollar Boy's strategy worked

  1. 1

    Deploying a large creator roster — 123 influencers producing 431 posts — produced broad cumulative reach (54M impressions) without depending on any single placement. Distributing risk across many creators reduces the impact of any one underperforming post.

  2. 2

    Measuring purchase intent rather than reach alone aligned the campaign's effectiveness signal with PepsiCo's stated priority of converting consideration into buying behaviour, making the result more commercially meaningful than an impressions figure alone.

  3. 3

    The 54M impressions figure is corroborated by both the agency work page and independent trade press, giving it stronger evidential standing than the purchase intent figures, which conflict significantly across the two accounts.

  4. 4

    Independent trade press reports a different purchase intent lift for the same campaign, but without disclosed measurement methodology, survey design, or baseline, that alternate figure cannot be corroborated. The gap illustrates the importance of disclosing methodology when reporting brand lift; without it, only the agency's Nielsen-sourced 79% figure can be treated as actionable for planning purposes.

  5. 5

    Scale in post volume does not guarantee consistency in reporting; independent trade press records a different post count than the agency's 431 figure for what appears to be the same campaign, a discrepancy that nonetheless signals that campaign figures should be cross-referenced before being used in benchmarking.

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