Published on March 8, 2014
Pepsi Digital Disruption Shiv Singh Global Head of Digital PepsiCo Beverages @shivsingh
It all begins with our business priorities Equity & Sales Trips, Loyalty & Conversion
Brought to life in digital engagement PEPSI - LIVE FOR NOW REAL-TIME DATA DRIVEN INSIGHTS ORIGINAL ENGAGEMENT EXPERIENCES UNIQUE SHARED & OWNED LED DISTRIBUTION SUSTAINED LOYALTY ENGAGEMENT Insights based on real-time emotions, behaviors, interactions, attitudes and cultural happenings Real-time and live social experiences Planned & Reactive. Non-linear narratives. Balanced with pop culture tentpoles Global Pepsi Pulse media network tablet, mobile, website, social. Pepsi Social Influencers. Media as triggers & amplification Pepsi loyalists drive advocacy and repeat engagement. PXP loyalty architecture drives all measurability. Loyalists treated first
4 LEADING EXAMPLES OF THIS
1. EMBRACING RTM COMPLETELY 5
With new content models in place Planned Strategy RTM Opportunistic
Anchored in the RTM framework Real-time INSIGHTS x Real-time RESPONSE Social Graph Data Culture Trends Data Real-time CONTENT STUDIO x Real-time CO-CREATION Ad Targeting Data User Interaction Data Real-time DISTRIBUTION x Real-time ENGAGEMENT CRM Data Sales Data Geo-Culture frame Big Data Driven
Here’s an example of a Key Learnings differentiated insight 1. Go from strategy to execution in a matter of seconds 2. Create original, live and real-time, scale experiences 3. Empower execution teams, liberate the lawyers 4. Build your digital infrastructure for a digital world
2. DRIVING POP CULTURE EVERYDAY
Brands have to be culture participants Curating the lifestyle that people covet Focusing on their roles in culture not in consumption Making the brands a part of their story
With engagement loyalty for the brand
Anchored in the voice of Pepsi
With several editorial franchises
And increasingly driving all content strategy
Leading to some rather interesting results
Kanye might have tweeted about this as well
With new kinds of tracking being put in place
NUMBER OF MUSIC/ENT BACKLINKS WEEK OVER WEEK 2000000 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 pepsi.com
It’s a Global Media Network in 35 countries
Here’s an example of a Key Learnings differentiated insight 1. You may not have the right kind of editorial creativity 2. Think about your consumers in their cultural context 3. Rediscover the role your brand can play in culture 4. Turn your advertising department into something else
4. LETTING FACEBOOK COMPETE WITH TELEVISION RIGHT NOW
YOU MAY NEED FEWER FANS ON FACEBOOK Facebook US population Total Pepsi reach Pepsi US fan base
You may need to compare these “posts”
9/8/12 9/6/12 9/4/12 9/2/12 8/31/12 8/29/12 8/27/12 8/25/12 8/23/12 8/21/12 8/19/12 8/17/12 8/15/12 8/13/12 8/11/12 8/9/12 8/7/12 8/5/12 8/3/12 8/1/12 7/30/12 7/28/12 7/26/12 7/24/12 7/22/12 7/20/12 7/18/12 7/16/12 31 9/20/12 9/18/12 9/16/12 9/14/12 9/12/12 9/10/12 16,000,000 7/14/12 7/12/12 7/10/12 18,000,000 Facebook has scale for Pepsi week by week 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 -
An intense content focus produces results Average post engagement 114% (Facebook) Number of people engaging 179% (Facebook) The viral reach generated 1133% (Facebook) Engagement comparison 7X (Colligent) Active via mobile comparison 40% (Mashable) Results also included significant increases in sales during that period
Here’sTakeaways a Key an example of differentiated insight 1. Facebook is a scale platform and it is here to stay 2. Treat the mobile space as an arbitrage opportunity 3. Move from the TV spot to the 4-second Cinemegram 4. Don’t ignore Twitter, it gets 400 million tweets a day
4. COMPELLING ENTERTAINMENT TWITTER EXPERIENCES
Twitter’s largest partnership 2012 Weekly Videos Reveille Music Video Digests Amazon MP3 Code Redemptions Step 1 Step 2 Step 3 Pepsi analyzes weekly trending topic content in the music sector and then curates 60 second videos showcasing what’s hot in music now. Step 4 Nicki Minaj Concert Live-stream
And on Pepsi.com for fans around the world
With awesome trending topic wins *Full Screenshots in Appendix
And strong advertising results 9:50 PM 8/14/2012 11:40 PM 8/14/2012 11.9% 12.5 % Engagement Engagement Barbz: Barbz, #Barbz Starships: Starships, #Starships Super Bass: Super Bass, #SuperBass
Letting us win in music culture 2011 2012 5% 40 30%
And with the brand objectives How would you rate Pepsi in terms of being associated with music? How likely are you to consider Pepsi the next time you purchase carbonated soft drinks? +15 +17 44% 43% 28% Music Association Top 2 Box 27% Event Unaware Event Aware Purchase Intent Top 2 Box 90% Sig Not Sig
Also at retail during the month
Here’stakeaways a Key an example of differentiated insight 1. Participate in culture in ways that make sense 2. Create original, live and real-time scale experiences 3. Empower activation teams, liberate the lawyers 4. Real-Time potential across every channel & platform
In summary all of this is come back to… PEPSI - LIVE FOR NOW REAL-TIME DATA DRIVEN INSIGHTS ORIGINAL ENGAGEMENT EXPERIENCES UNIQUE SHARED & OWNED LED DISTRIBUTION SUSTAINED LOYALTY ENGAGEMENT Insights based on real-time emotions, behaviors, interactions, attitudes and cultural happenings Real-time and live social experiences Planned & Reactive. Non-linear narratives. Balanced with pop culture tentpoles Global Pepsi Pulse media network tablet, mobile, website, social. Pepsi Social Influencers. Media as triggers & amplification Pepsi loyalists drive advocacy and repeat engagement. PXP loyalty architecture drives all measurability. Loyalists treated first
What does this all mean? 1. The marketing ecosystem is now a culture ecosystem 2. Consumerize your business, be creative in real-time 3. Make Big Data a business problem and incentivize accordingly 4. Manage digital both globally and locally differently but together 5. Embrace startup culture, meet often, fail often and have a plan
The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past. - Tim Berners Lee
The Web Marketing as I envisaged it, we have not seen it yet. The future is still so much bigger than the past. - Tim Berners Lee
Thank you! Shiv Singh Global Head of Digital PepsiCo Beverages @shivsingh
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