About PepsiCo
PepsiCo is a global food and beverage company that manufactures and sells a variety of products in more than 200 countries. Some of their well-known brands include Pepsi-Cola, Lay's, Doritos, Cheetos, Gatorade, Mountain Dew, Quaker, and SodaStream.
Challenge
For a brand like PepsiCo, at first-glance, it seems like first-party data would be easy to come by. But meaningfully capturing and using first-party data is more than running a sweepstakes or conducting focus groups, it’s about centering around a first-party data strategy. PepsiCo's key first-party data goals are:
Putting the consumer at the heart of everything they do and taking a consumer-first, human-centric approach.
Building up consumer engagement and relationships to acquire more first-party data.
Applying first-party data to improve marketing efforts and deliver more personalized experiences.
Accelerating their first-party data strategy through a global community of champions to drive the agenda forward.
Solution
PepsiCo uses Experiences by Jebbit to create dynamic and meaningful interactions with consumers across a variety of brands. With the ability for individual brand teams to get Experiences set up quickly and to make each experience bespoke (whether it’s a quiz, product recommendation, or lookbook), each brand can create the right brand experience for their consumer while tailoring the data collected to align with their specific brand needs.
SodaStream, for example, runs a multi-question Experience to capture preference data while providing consumers with a recipe at the end for a drink that matches the data captured within the experience. Rockstar, on the hand, sought to understand when consumers were consuming their beverage and tailored questions around time of consumption and flavor preferences.
PepsiCo has launched Experiences not only on their brand websites, but also on DTC websites for things like “Flavor Faceoffs.” With Experiences by Jebbit, PepsiCo can engage consumers in a more relevant and personalized way. Consumers tell them what they want, what they want to hear from our brands, and their preferences; and PepsiCo can take those learnings and leverage them for future communications to further build loyalty.
Using Experiences by Jebbit helps us capture richer consumer insights, and gain a deeper understanding of our consumers to better understand their wants and needs."
Senior Analyst, Owned Data & Loyalty Strategy, PepsiCoResults
PepsiCo has seen a 24% increase in first-party data over the past 12 months through this approach, helping them create better consumer experiences and drive stronger connections.
Rockstar, one of PepsiCo's leading DTC brands, developed an engaging product recommendation experience that significantly impacted business outcomes. Consumers who interacted with the experience completed it at a remarkable 75% rate. Beyond delivering captivating content, the experience directly influenced critical business metrics, including a fivefold increase in conversion rates compared to standard practices, while also capturing over five key first-party data points from consumers, which further fueled personalized marketing efforts.
