SOURCE: Deep Focus

November 18, 2013 16:05 ET

Deep Focus Wins Gold for Pepsi "Live for Now" at The Internationalist Awards for Innovative Digital Solutions

NEW YORK, NY--(Marketwired - Nov 18, 2013) - Deep Focus, part of Engine USA, took home Gold for Pepsi's "Live for Now" at the 2013 Internationalist Awards for Innovative Digital Solutions in New York on November 14th.

The Internationalist, globally allied with the Association of National Advertisers, created the Awards for Innovative Digital Solutions to acknowledge how today's marketing strategies are affected by the media and technology revolution in a post-digital age. Case studies are scored for insights, strategy and results by panels of judges. Unlike many awards that cite the best in a single category, entries were judged as examples of worldwide best practices; winners are those with the highest point scores for innovative strategy, solutions and results. The "Live for Now" campaign competed against 167 cases from 31 different locations worldwide.

Deep Focus, with offices in New York and Shanghai, led the partners in a focused collaboration to create a strategy to (re)define key performance indicators, doubled down on the creation of brand-building content, and created a revolutionary process for implementing real-time native media buying. Shortly after the campaigns started, there were streams of relevant and authentic image-based microcontent produced.

"With Pepsi and our partners, we shaped the brand's social agenda into one that exuded 'Live for Now' with exclusive sponsored content available nowhere else on Facebook, Twitter and other platforms," said Deep Focus Executive Creative Director Ken Kraemer. "Through our Moment Studio -- our proprietary made-for-social content studio -- we pioneered sustained, real-time microcontent publishing with Pepsi. It is flattering and gratifying to see this work recognized."

The results were demonstrable. Over 30 days, Pepsi's average post engagement skyrocketed 114% and viral reach increased 1133%. Of the 46mm unique users on Facebook, 31mm were tapped into through viral reach. On top of that, Pepsi gained 250,000 fans without any direct fan acquisition campaigns and earned 6X the engagement rates of its top competitor.

About the Awards
The goal of The Internationalist Awards for Innovative Digital Solutions is to honor great strategy that also brings results. Unlike many awards that cite the best in a single product or media category, these awards also enable all case study entries to compete equally across all classifications.

About Deep Focus
Deep Focus ( is the digital agency for the social age, and is a trusted partner of some of the world's most progressive brands. Founded in 2002, the agency is headquartered in New York City. Deep Focus is part of Engine USA and was Digiday's Agency of the Year in 2010 and 2012. For more information on Deep Focus, please follow us on Twitter

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