Pants,  Sketch,  2nd  Grade  

Goldfish  

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

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.  

10  

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

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?

18

WHY CONTEXTUAL MOMENTS MATTER!

19

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

UNDERSTANDING A

CULTURAL PHENOMENON

24

PEPSI HALFTIME SHOW

How Our Brands Come To Life

30  

New Shift in Consumer Engagement Strategy

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

32

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

34

Consumers Want To Know the Human Voice Behind The

Brand

2005 Pope Benedict

Election!

2013 Pope Francis

Election!

38

39

2005 Pope Benedict

Election!

2013 Pope Francis

Election!

2015 …let me take a selfie! !

THANK YOU!

@JOHNDROSSJR

40