What’s Now, Next and New! John Ross will discuss the evolving digital landscape that depends less on specific types of technology and more on a return to cultural connections through your consumers’ chosen touch points. He’ll share how the Pepsi portfolio of beverage brands employs digital to build brands nationally and at the local level.

3. Pants,
Sketch,
2nd
Grade

5. Goldfish

7. WHAT IS THE MAIN OBJECTIVE?
7
Awareness
Amplification of existing activations through elevated posting
strategy, paid media, and influencers
Engagement
Grow true consumer loyalty to incentivize them to spend more
time with the brands digitally and as a part of their consumer
journeys
Volume
Work to increase traffic and trip frequency, and convert sales by
delivering value with consistency and transparency
Innovation
Continually test and scale new measurable technologies to
drive volume and prove PepsiCo to be innovative and best in
class

9. DATA MANAGEMENT
PLATFORM
CONVERGENCE
OF DATA & MEDIA
EXPERTISE IN
EMERGING CULTURE
SPEED
OF CULTURAL SHIFTS
BEING AT THE FOREFRONT
OF ‘ALWAYS ON’
A GLOBALIZATION OF
CULTURE

10. DEFINE
SCALE!
PepsiCo
Beverages
can
reach
60
MM+
at
any
given
@me
across
our
digital
plaEorms.
10

11. UNCOVER YOUR TRUE “DIGITAL” OBJECTIVES
ALONG THE PATH TO PURCHASE
• What is working for you now?
• Who is your most valuable consumer?
• Are any traffic-driving opportunities being overlooked?
• Does your consumer behave differently online than offline?
• What do we want the consumer to do? The lessons of mobile apps.
• What will success look like? How can it be measured?
11

15. CULTURAL
BRIEFING
PROCESS
CURATE WORLD OF
CULTURAL SIGNALS

16. REVIEW
HUNDREDS
OF SIGNALS
FRINGE
MAINSTREAM
[OVER 24 - 48HRS]
CURATE 30-50

17. SUPPORTED BY DYNAMIC DISTRIBUTION
MOBILE FIRST STORYTELLING
INFORMED &
OPTIMIZED
How We Use Digital Has Evolved

18. TRIVIA QUESTION: MOBILE
WHAT PERCENTAGE OF LOCAL CONSUMERS WHO
CONDUCTED A LOCAL SEARCH ON THEIR SMARTPHONE
VISITED THE STORE WITHIN 24 HOURS?
18

19. WHY CONTEXTUAL MOMENTS MATTER!
19

20. DIGITAL ENGAGEMENT &
THE 3 BASIC NEEDS
Pleasure
(Surprise & Reward
me)
Knowledge & Truth
(Inform me)
Security for my Family
(Provide for my family)
Inspiration
Education
Navigation
20

23. UNDERSTANDING A
CULTURAL
PHENOMENON

24. 24
PEPSI HALFTIME SHOW

30. How Our Brands Come To Life
30

31. New Shift in Consumer Engagement Strategy

32. ENGAGEMENT SUCCESS BY ALIGNING WITH BRAND
POSITIONING IN BOTH LANGUAGE AND CONTENT
32

33. The 2015 Digital Summit is all about Influence
Theme:
Influence - Understanding the platforms,
products and people that influence the
digital path to purchase from awareness to
intent to buy.
Location:
San Francisco Marriott
Union Sq.
Dates:
October 6-8, 2015
Partner Philosophy:
Learn. Educate. Grow. Execute.
#PEPinfluence

34. BEING HUMAN IN A DIGITAL WORLD
1. We need Friends & Family –
­ Loyalty
2. We want to belong to a community –
­ Shared experience
3. Want to have meaning in our lives –
­ Brands can provide that consistency
4. We need objects to talk about who we are –
­ Brands are part of our identity
5. We need to keep secrets and tell lies
* Genevieve Bell, Intel
34

35. Consumers Want To
Know the Human
Voice Behind The
Brand

38. 2005
Pope Benedict
Election!
2013
Pope Francis
Election!
38

39. 39
2005
Pope Benedict
Election!
2013
Pope Francis
Election!
2015
…let me
take a
selfie!
!

40. THANK YOU!
@JOHNDROSSJR
40