
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:
HOLIDAY CAMPAIGN
HOLIDAY CAMPAIGN
HOLIDAY CAMPAIGN
PEPSI MAX

THE CHALLENGE
THE CHALLENGE
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.
Their challenge:
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Stand out in a crowded holiday marketing space.
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Increase organic visibility for seasonal beverage-related searches.
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Drive social engagement that felt native to TikTok’s culture.
🔹 Key Insight: Gen Z searches TikTok the way older generations use Google—looking for “best holiday drinks,” “festive party ideas,” and “bold holiday looks.”

THE STRATEGY
THE STRATEGY
To ensure Pepsi Max didn’t just entertain but also ranked in Gen Z’s holiday searches, we developed a strategy that combined search insights with social media optimization. By leveraging TikTok and Google search trends, we identified high-volume fashion-related queries—such as “holiday party outfit ideas” and “bold holiday fashion”—and structured the campaign’s creative execution around them.
Our approach used search-optimized video titles, captions, hashtags, and in-video text overlays to align Pepsi’s content with real user search behavior. This ensured the campaign wasn’t just seen—it was discoverable long after its initial launch.

OUR
APPROACH
01
Leverage TikTok and Google search insights to identify top fashion-related holiday search queries trending in Q4 [below]
02
Craft search-friendly video titles, captions, and hashtags to align with these search terms
03
Videos feature text overlays and spoken keywords that mirrored real search behavior, increasing ranking potential on TikTok’s search function.
KEYWORDS OPTIMIZED FOR
“Holiday party outfit ideas”
🔍 150K+ searches/month
(spike Nov-Dec)
🔍 Popular among Millennials & Gen Z seeking festive outfit inspiration
🔍 Peak from Black Friday to Christmas Eve
“Streetwear holiday looks”
🔍 40K+ searches/month
🔍Gen Z + fashion-forward consumers seeking alternative holiday styles
🔍 Most engagement on TikTok & Pinterest
"Bold holiday fashion”
🔍 25K+ searches/month
🔍 Appeals to Gen Z’s love for statement pieces over traditional looks
🔍 Often paired with "maximalist outfits" and "unique party styles”
“What to wear for the holidays”
🔍 90K+ searches/month
🔍 Covers Christmas, NYE, and winter parties
🔍TikTok & YouTube dominate visibility, making video content ideal
THE EXECUTION


THE EXECUTION
A three-part video series featuring bold, street-style holiday fashion looks—designed to be as daring and flavorful as Pepsi Max itself.
Each video tapped into Gen Z’s search behaviors and self-expression culture, making Pepsi Max a natural part of the holiday conversation.

HOW WE MADE IT
SEARCHABLE + IMPACTFUL
01
Integrated high-volume seasonal searches—users looking for holiday outfit inspiration organically found Pepsi Max content.
02
Aligned with Gen Z’s cultural conversations—leveraging TikTok’s trend-driven fashion scene to position Pepsi as a bold, style-forward brand.
03
Extended campaign lifespan—search-friendly content meant the videos continued ranking long after their initial release.