Pants, Sketch, 2nd Grade
Goldfish
WHAT IS THE MAIN OBJECTIVE?
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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
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
DEFINE SCALE! PepsiCo Beverages can reach 60 MM+ at any given @me
across our digital plaEorms.
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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?
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CULTURAL BRIEFING PROCESS
CURATE WORLD OF CULTURAL SIGNALS
REVIEW HUNDREDS
OF SIGNALS
FRINGE MAINSTREAM
[OVER 24 - 48HRS]
CURATE 30-50
SUPPORTED BY DYNAMIC DISTRIBUTION
MOBILE FIRST STORYTELLING INFORMED & OPTIMIZED
How We Use Digital Has Evolved
TRIVIA QUESTION: MOBILE
WHAT PERCENTAGE OF LOCAL CONSUMERS WHO CONDUCTED A LOCAL SEARCH ON THEIR SMARTPHONE
VISITED THE STORE WITHIN 24 HOURS?
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WHY CONTEXTUAL MOMENTS MATTER!
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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
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UNDERSTANDING A
CULTURAL PHENOMENON
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PEPSI HALFTIME SHOW
How Our Brands Come To Life
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New Shift in Consumer Engagement Strategy
ENGAGEMENT SUCCESS BY ALIGNING WITH BRAND POSITIONING IN BOTH LANGUAGE AND CONTENT
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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
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
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Consumers Want To Know the Human Voice Behind The
Brand
2005 Pope Benedict
Election!
2013 Pope Francis
Election!
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2005 Pope Benedict
Election!
2013 Pope Francis
Election!
2015 …let me take a selfie! !
THANK YOU!
@JOHNDROSSJR
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