By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE
. CREATIVE DIRECTOR . PRODUCER . DESIGNER . STORYTELLER . ACTIVIST. CREATOR .
CHECK OUT WHAT I'M LISTENING TO:
PEPSI MAX HOLIDAY
case study
PEPSI MAX | HOLIDAY CAMPAIGN
THE CHALLENGE
DRIVING VISIBILITY FOR PEPSI MAX THRU SOCIAL MEDIA + SEO
Pepsi wanted to boost brand awareness and engagement for Pepsi Max during the holidays—particularly on TikTok, where Gen Z consumers increasingly turn for product discovery and recommendations.
My approach? A social-search-first content strategy designed to seamlessly integrate highly searched seasonal queries while creating visually compelling content that resonated with Pepsi’s audience.
SEO STRATEGY + INTEGRATION
01
Leveraged TikTok and Google search insights to identify top fashion-related holiday search queries trending in Q4 [below]
02
Crafted search-friendly video titles, captions, and hashtags to align with these search terms
03
Videos featured text overlays and spoken keywords that mirrored real search behavior, increasing ranking potential on TikTok’s search function.
04
Content specifically designed for discoverability
KEYWORDS OPTIMIZED FOR
“Holiday party outfit ideas”
🔍 150K+ monthly searches (peak in Nov-Dec)
🔍 Highly searched by millennials and Gen Z looking for festive outfit inspiration.
🔍 Major spike occurs from Black Friday to Christmas Eve.
“Streetwear holiday looks”
🔍 40K+ monthly searches
🔍 Niche but rising query as fashion-forward consumers seek alternative holiday styles.
🔍 Most engagement happens on TikTok & Pinterest, where visual inspiration thrives.
"Bold holiday fashion”
🔍 25K+ monthly searches
🔍 Appealing to Gen Z's desire for statement pieces over traditional holiday looks.
🔍 Frequently paired with “maximalist outfits” and “unique party styles.”
“What to wear for the holidays”
🔍 90K+ monthly searches
🔍 Broad and versatile search term that covers Christmas, NYE, and winter parties.
🔍 TikTok and YouTube dominate visibility for this phrase, meaning video content performs best.
THE EXECUTION
THE CAMPAIGN + WHY IT WORKED
DRIVING VISIBILITY FOR PEPSI MAX THRU SOCIAL MEDIA + SEO
A social-search-first video series featuring unique, out-of-the-box street fashion holiday looks—each designed to be as bold and flavorful as Pepsi Max itself. The campaign used high-energy visuals, punchy edits, and an authentic, influencer-driven approach to drive engagement.
☃️ Tied into high-volume seasonal searches: Users looking for holiday outfit inspiration organically discovered Pepsi Max content.
❤️🔥 Aligned brand with cultural conversations: The campaign tapped into Gen Z’s love for self-expression through fashion, making Pepsi a natural part of their holiday lifestyle.
🆙 Boosted visibility beyond traditional ads: By leveraging search trends, the content performed as both branded entertainment and a search-friendly resource, giving it longer discoverability and reach.