UAE and Saudi ArabiaSnapchat SpotlightPepsi Night Edition launchCase study
43 creators made night a Pepsi occasion
Pepsi Night Edition launched with a Snapchat Lens that reads how awake you are. A filter like that only rings true from people who are up at 2am, so the campaign came down to casting.
The problem
Everyone in the market knows Pepsi. Almost nobody associates it with 2am.
The brand has been anchored to daytime for decades: meals, breaks, afternoon heat, in every asset, every year. Meanwhile the consumption was happening after dark, in gaming sessions, late food runs and football watch parties. Pepsi Night Edition was the product answer, and the campaign had to make night read as a Pepsi occasion.
The launch mechanic raised the stakes. A Snapchat Lens reads how awake you are: open it, get your read, post the result. That read only lands coming from someone who is up at that hour, and paid media cannot run a Lens on a brand's behalf. At 3pm, “wide awake” is a shrug.
The solution
Creator databases index follower count, category, geography and engagement rate. None of those fields say whether a creator's life happens after 10pm, so Halo AI cast on behaviour instead.
| Signal | What it answers |
|---|---|
| Posting-time distribution | When a creator publishes, rather than what they publish about |
| Audience active hours | When their followers are awake, online and watching |
| Existing back catalogue | Whether nighttime settings were already there before Pepsi arrived |
The campaign ran on Snapchat Spotlight, where the Lens lives and where the audience is after dark. It went out in two waves: 16 creators first, to learn which night contexts carried, then 27 more cast against that read.
The results
32 Spotlights live from a cast of 43, with the remaining 11 scheduled when this record was pulled.
Spotlight carried the mechanic, and the cast brought its own audience with it: 14.9M followers across three platforms.
| Platform | Combined following |
|---|---|
| TikTok | 6.04M |
| 5.67M | |
| Snapchat | 3.21M |
| Total | 14.9M |
Selected content
Published Spotlights from the cast. Each preview links to the live post.
himapasSnapchat Spotlight · UAEView the post LofanSnapchat Spotlight · UAEView the post Barrak almeqledSnapchat Spotlight · Saudi ArabiaView the post
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