In April 2021, Pepsi has rolled out their global Black Pink campaign with WisePass in Ho Chi Minh City. This partnership is unusual as WisePass is rarely partnering with FMCG brand. What made that possible and how did WisePass manage to onboard Pepsi?

In this interview, the founder and CEO of WisePass, Lam Tran answers 3 questions about this new brand joining the platform.

That’s the first time that we see such a brand like Pepsi joining WisePass. Can you tell us how this partnership has happened?

To be honest, we have started running several events the past months with one of our venue partner, the Odys hotel. The GM of the hotel has called us and asked if that was something we could work with.

When we looked at the request, it was a fit for WisePass. As Pepsi was sponsoring the campaigns and the venue knew exactly we are working, it was quite straightforward. Even though the brand is a global one, what truly mattered at that time was to see the modus operandi and ensure the proper execution of the campaign to ensure we can deliver exactly what’s expected from our end.

How long did it take to partner with Pepsi on that campaign?

For us, it took only a few days as we were a fit with their global campaign. The more we grow, the more we standardize all our activities and ensure we do less and less things and focus more and more on a few specific tasks where we deliver excellent value for brands so we can be the top of mind whenever it comes to brand awareness, engagement, promotion or loyalty.

At the end of the day, we build up the platform to enable brands to reach their objective the simplest, fastest and cheapest way possible. As long as we are able to stay on track and make the brands happier, the more campaigns we will be able to bring to our subscribers.

Should we expect to get more campaigns with FMCG brands like Pepsi in the coming months?

It’s very likely that you’ll see FMCG brands on our platform. As long as it makes sense for them to run on our platform, we’ll be happy to run campaigns and ensure it fits with WisePass mantra, which is to make our subscribers enjoy whenever they interact with the brands.

We used to focus on global brands as we thought that would make our platform more and more successful. Today, we are more focused on improving the product and the consumer experience and we just see more brands and subscribers coming organically. FMCG brands or none FMCG brands may come, what matters is to have brands to come and bring something valuable and useful for the audience.