PepsiCo social CSR

We devised a digital strategy and social media activation programme to increase stakeholder engagement in PepsiCo's sustainability reporting.

Using a carefully planned range of social media tools, we devised an integrated campaign that generated measurable engagement worldwide, creating new perceptions of the PepsiCo brand, and building its reputation among key influencers in sustainability and CSR.

Result highlights

• daily website sign ups increased by 225%
• website traffic up by 79%
• campaign landing page became 2nd most visited page on entire website
• organic search traffic up by 15%
• direct traffic up by 264%
• referrals from third party sites up by 1200%
• engaged a growing community of key influencers via Twitter
• extensive coverage on other news sites and blogs
  
  

To discuss using social media to increase engagement in your corporate sustainability message please contact us.

Overview

PepsiCo UK has set out ambitious carbon and water reduction targets and invested in innovative precision farming technology called i-crop™. This way of doing business is part of a wider corporate objective to become a champion of change in sustainable business practices.

The business captured these achievements in their first Sustainable Farming Report, published mid-campaign. Our task was to extend the reach of the report by using social media and help reposition PepsiCo with key influencers in sustainability such as Toby Webb, founder of Ethical Corporation.

Objectives

• Develop an integrated strategy to launch the report socially and in print
• Build a permission-based database of email subscribers
• Manage and monitor campaign effectiveness and Return on Investment
• Create engagement with key stakeholders
• Build new associations between the PepsiCo brand and sustainability agenda

Strategy

We developed an integrated plan that would reach out to key targets online and build engagement in the report content. This required a fully coordinated approach to content, copywriting, keyword strategy, search ad writing and social media activation.

Insight

Stakeholders, consumers and the media are genuinely interested in businesses that have authentic stories to tell about sustainability. PepsiCo's achievements and business strategy are genuinely innovative and forward thinking. The report content would enable PepsiCo to start a new conversation and benefit from the network effect in spreading its message.

Solution

We activated a range of social channels and reached out to key influencers with a 'warm-up' campaign in the week before the report was published. We coordinated a wide range of content from blogs to web pages, video and audio. We liaised with Freud Communications and Edelman PR to ensure all activities were aligned for maximium digital amplification.

We actively monitored all digital chanels in real time, making adjustments as necessary and responding to online activity, posts and tweets as they happened, increasing the connectedness of all related content and people.

Results

The response to the report has been overwhelmingly positive and the results above, on reach and engagement, speak for themselves. PepsiCo is now growing a community of engaged stakeholders, customers and influencers who willingly share the company's sustainability communications, helping to reposition the business.