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PepsiCo инвестирует в вовлечение
потребителя через социальные медиа
PepsiCo drives engagement with the Consumer via soci...
2
Millennial’s generation Y: new consumer
http://engage.synecoretech.com/marketing-technology-for-
growth/bid/139928/5-Way...
3
How many friends do you have?
from 1 to 50 25,6% 26,8% 21,5%
51-100 25,9% 28,0% 22,7%
101-150 19,5% 18,5% 21,3%
151-200 ...
4
Celebrity Online vs Offline
Who would you prefer to see as a project host?
11 22 33
Source: TRAFFIC Celebrity Pulse, 201...
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Celebrity Online vs. Offline
> 1 000 000 search
requests per month
~ 100 000 search
requests per month
+100-500
Maxim Go...
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From BLOGS to VLOGS
Users migrate from blogs to visual platform – as
Youtube. New generation is not afraid of camera
and...
7
Change paradigm: Share of Content vs. SOV
• Developing the platform «Live
for Now» Pepsi develops deep
social connection...
8
Re-discover celebrity: Beyonce
http://wave.wavemetrix.com/content/pepsi-s-beyonc-campaign-
suggests-relying-social-engag...
9
Goals and objective
Create buzz around
limited edition can
launch
1
Enhance Brand Equity:
Icon brand and Grate
taste
2
P...
10
Pepsi Michael Jackson launch
http://www.marketingweek.co.uk/news/pepsi-readies-michael-jackson-tv-spot/4003855.article
...
11
Goals and objective
Drive call to action during
high season, drive sales1
Drive brand Equity via
movie partnership supp...
12
MOUNTAIN DEW, PROMO SUPPORT
14
Goals and objective:
2
Lipton Ice Tea: viral campaign
Never-lose-your-cooler
Enhance Brand Equity
Never Lose Your Cool
...
15
Never-loose-your-cool
16
Thank you for attention!
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PepsiCo drives engagement with the Consumer via social media

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Выступление Марии Корсунской - PepsiCo на Саммите Digital Branding - Best Practice Guide, 5-6 июня 2013

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PepsiCo drives engagement with the Consumer via social media

  1. 1. 1 PepsiCo инвестирует в вовлечение потребителя через социальные медиа PepsiCo drives engagement with the Consumer via social media
  2. 2. 2 Millennial’s generation Y: new consumer http://engage.synecoretech.com/marketing-technology-for- growth/bid/139928/5-Ways-Pepsi-s-Use-of-Social-Media-is-Right-On Millenials - 80% say user-generated content from people they don’t know influences what they buy 51% admitting it’s more important than the opinions of their friends and family Social search is the key: 65% users 18- 24 search info shared on social networks when making a purchasing decision (e-Marketer) http://engage.synecoretech.com/marketing-technology-for- growth/bid/124026/SEO-2-0-How-to-Market-to-the-Greatest-Consumer-Group- in-US-History “Listening to consumers in order to understand their wants and needs builds user loyalty”, - George Smith, senior manager, social strategy and execution, for Pepsi Beverages
  3. 3. 3 How many friends do you have? from 1 to 50 25,6% 26,8% 21,5% 51-100 25,9% 28,0% 22,7% 101-150 19,5% 18,5% 21,3% 151-200 13,7% 13,7% 16,0% more 200 15,4% 13,0% 18,4% Source: TRAFFIC Social Media Pulse Study, July 2011 Social media: the POWER OF LIKE Source: TRAFFIC Social Media Pulse Study 1 user = 120 friends
  4. 4. 4 Celebrity Online vs Offline Who would you prefer to see as a project host? 11 22 33 Source: TRAFFIC Celebrity Pulse, 2012 Digital-born celebrities is close to top TV faces by audience perception. Important issue is celebrity “social foot-print” (fan base and social activities) where digital faces show stronger results
  5. 5. 5 Celebrity Online vs. Offline > 1 000 000 search requests per month ~ 100 000 search requests per month +100-500 Maxim Golopolosov +100-500 Maxim Golopolosov Garik MartirosyanGarik Martirosyan
  6. 6. 6 From BLOGS to VLOGS Users migrate from blogs to visual platform – as Youtube. New generation is not afraid of camera and have a strong will to SHOW OFF!
  7. 7. 7 Change paradigm: Share of Content vs. SOV • Developing the platform «Live for Now» Pepsi develops deep social connections with the consumer • Engagement rate – key success metric: consumer engagement, user-generated content, data aggregation, geo-local, sharable content • Celebrity online / offline communication to spread brand message, drive iconic aspiration Brand Opinion Love Mark Brand close to me Trend-setter brand Brand Opinion Love Mark Brand close to me Trend-setter brand LoyaltyLoyalty Awareness
  8. 8. 8 Re-discover celebrity: Beyonce http://wave.wavemetrix.com/content/pepsi-s-beyonc-campaign- suggests-relying-social-engagement-volume-can-be-mislead-01067 7 million views in just three days on Pepsi’s official channel, along with 30,000 likes and 10,000 comments
  9. 9. 9 Goals and objective Create buzz around limited edition can launch 1 Enhance Brand Equity: Icon brand and Grate taste 2 Pepsi Michael Jackson launch Results 110 000 likes 5 000 shares 15 000 000 coverage Brand KPI’s: Total brand awareness + 2 pp Icon Brand +5 pp For people like me Great taste +7 pp Increase brand loyalty via deep emotional contact with brand 3
  10. 10. 10 Pepsi Michael Jackson launch http://www.marketingweek.co.uk/news/pepsi-readies-michael-jackson-tv-spot/4003855.article 18th September the campaign has been launched across the world
  11. 11. 11 Goals and objective Drive call to action during high season, drive sales1 Drive brand Equity via movie partnership support in digital 2 Increase brand loyalty via deep consumer engagement 3 2 MOUNTAIN DEW, PROMO SUPPORT Results 303 754 unique visitors 81% of active players 13% bounce rate 10 000 activation per day, 12 minutes inside the game on average!! Brand KPI’s: Off-take grew by 15%, total brand awareness +2pp, ‘offer smth different’ +2pp, ‘for people like me’ +1pp, ‘do you love’ +1pp.
  12. 12. 12 MOUNTAIN DEW, PROMO SUPPORT
  13. 13. 14 Goals and objective: 2 Lipton Ice Tea: viral campaign Never-lose-your-cooler Enhance Brand Equity Never Lose Your Cool Platform Drive awareness among refreshment beverages1 Support summer season in high clutter2 3 REACH: 1 650 250 Digital KPI’s 1 000 000 App downloads vs plan 460 000 Brand KPI’s: +17 pp revitalize you mind and you body Results:
  14. 14. 15 Never-loose-your-cool
  15. 15. 16 Thank you for attention!

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