PepsiCo drives engagement with the Consumer via social media
•
1 j'aime•992 vues
Выступление Марии Корсунской - PepsiCo на Саммите Digital Branding - Best Practice Guide, 5-6 июня 2013
Recommandé
Contenu connexe
Plus de World Brand Academy
Plus de World Brand Academy (20)
Dernier
Dernier (20)
PepsiCo drives engagement with the Consumer via social media
- 1. 1 PepsiCo инвестирует в вовлечение потребителя через социальные медиа PepsiCo drives engagement with the Consumer via social media
- 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 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 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 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 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 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 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 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 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 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 MOUNTAIN DEW, PROMO SUPPORT
- 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:
- 15. 16 Thank you for attention!