ADV420 Final Presentation

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HaoruiShentu

Digital Strategy for PepsiCo

Marketing

SOCIAL MEDIA ADVERTISING
“KEEP YOUR FRIENDS CLOSE,
BUT YOUR ENEMIES CLOSER.”
- MICHAEL CORLEONE

PEPSI
• HAS 37M LIKES ON FACEBOOK
• RESPONDS TO PRAISES
• SILENT WHEN THERE ARE ISSUES
• HAS 107M LIKES ON FACEBOOK
• RESPONDS TO PRAISES
• RESPONDS SINCERELY TO ISSUES
COCA-COLA

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ADV420 Final Presentation

2. SOCIAL MEDIA ADVERTISING “KEEP YOUR FRIENDS CLOSE, BUT YOUR ENEMIES CLOSER.” - MICHAEL CORLEONE

3. PEPSI • HAS 37M LIKES ON FACEBOOK • RESPONDS TO PRAISES • SILENT WHEN THERE ARE ISSUES • HAS 107M LIKES ON FACEBOOK • RESPONDS TO PRAISES • RESPONDS SINCERELY TO ISSUES COCA-COLA

4. PEPSI COCA-COLA

6. PEPSICO? VS?

7. PEPSICO • PARENT COMPANY OF PEPSI • SEPARATE SOCIAL MEDIA PROFILE FOR ALL PLATFORMS • PUBLISHES PRO-COMPANY CONTENT: • NUTRITIONAL IMPROVEMENTS • SUSTAINABILITY • HUMAN RIGHTS ACTIVITIES • GLOBAL DEVELOPMENT ADVANCEMENTS

8. PERFORMANCE WITH PURPOSE

9. COMBINE COMBINE COMBINE!

10. FUN IS GOOD!