C O R P O R AT E D I G I TA L C O N T E N T P L AY B O O K

P L AY B O O K P U R P O S E
It’s time to define the role of digital content
within PepsiCo’s corporate communications
mix, set guidelines for how we activate, and
establish how we live and breathe our
corporate brand purpose through all channels.

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 S T R AT E G I C P R I O R I T I E S

We need to be much more aggressively proactive in

communicating across our owned channels.

We need to localize PepsiCo in our top markets and engage in

social conversations to enhance our reputation, grow our brands
and mitigate risk.

We need to showcase PepsiCo as an essential the communities

in which we operate.

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 EXECUTIONAL FRAMEWORK

• Accelerating owned storytelling efforts.

• Having a consistent PepsiCo brand voice & visual identity.
• Adhering to content best practices +
• Optimizing content per channel

HAVE A LOUDER VOICE!
• Leverage owned data & insights to amplify
engagement on optimal channels (channels
where we know we have the loudest voice for
that topic).
• Identify strategic tentpoles throughout the
year to maximize earned media & virality (big
cultural events in social media where we can
participate or shape conversation).
• Build an advanced paid media strategy
(including segmentation) to maximize paid
media (align our audience/follower-base with
our target audience).
BE ACTIVE +
COLLABORATIVE!
• Collaborate across content creators (e.g.
corporate, executive, brand, internal, local
and regional channels) during the briefing
phase to ensure unified voice across
channels.
• Leverage social listening research & insights
to identify emerging trends in conversation
(conversation forecasting).
• Strive to be first-to-market ahead of
competitors to ensure our voice stands out
uniquely and authentically across the industry
(that means moving quickly when an
opportunity arises).
ENGAGE IN
CONVERSATION!
• Train local and regional markets on
leveraging data to identify relevant
insights at the local or regional level
(better collaborations across global and
local/regional analytics & performance
teams).
• Categorize markets by social footprint
and develop process/criteria for
determining which markets to activate
for key campaigns or content.
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TA B L E O F C O N T E N T S
Please note, we will be rolling out this document in a few phases.

The column on the left is what we will cover in phase one.

The column on the right reflects future sessions that are in development.

• 05–10 MORE SECTIONS COMING SOON:

Objectives
How We Measure Success Social Media Management

• 11–13 Crisis Management

PepsiCo Core Values
Content Strategy Events Coverage Guidelines

• 14–16 UGC Strategy

Voice + Tone Directive
Visual Directive
• 17–45
Platform Roles Audience Overview
Content Best Practices
Platform Best Practices Paid Media Strategies

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 GOALS + OBJECTIVE

Solidify PepsiCo as the global leader in convenient food + beverages by

increasing awareness and positive perception of PepsiCo through innovative
and meaningful storytelling leveraging our key pillars of Faster, Stronger, Better.

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 O R G A N I Z AT I O N A L G O A L
Solidify PepsiCo as the global leader in convenient food + beverages by increasing awareness and positive
perception of PepsiCo through innovative and meaningful storytelling leveraging our key pillars of Faster, Stronger,
Better.

C O M M U N I C AT I O N G O A L S
Increase positive Further position Define + promote Amplify our capability
brand purpose + Position PepsiCo as
awareness and PepsiCo as investments (design, e-
societal role among a leader in
perception of consumer centric, comm, tech, talent +
our flagship brands. sustainability efforts.
PepsiCo. contributing to brand diversity)
growth.

D I G I TA L C O M M U N I C AT I O N G O A L S
Develop and engage Increase awareness and Amplify brand programs Bring Faster, Stronger, Highlight and educate
a network of brand brand loyalty of the full with a corporate twist. Better to life through the social audience on
loyalists, portfolio of products in social-first storytelling PepsiCo’s efforts to
influencers and consumer centric social- and by leveraging our build a more
activists. first ways. capabilities and sustainable food
innovation agenda. system. 7
 MEASURING SUCCESS
We will measure performance against social objectives using platform insight tools, and third party
measurement tools to gauge reach, engagement and action.

VOLUME & EFFICIENCY PAID MEDIA COMPETITOR

Video Views
Video View
Impressions & CPM CPV Video Views
Per Post
View Rate
AWARENESS &
EXPOSURE

Engagements Link Clicks

Interactions
& & CPE CPLC Interactions
Per 1K Fans
Eng. Rate CTR
ENGAGEMENT &
TRAFFIC

Conversions Point Lift

Cost Per New Follower
& & CPV/CPA
Ad Recall Followers Growth
Conv. Rate Ad Recall
ACTION &
BRAND LIFT
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 DEFINING SUCCESS
In analyzing the performance and success of our content, we will know whether a piece of content is
performing well by looking at 3 data dimensions:

HISTORICAL GROWTH COMPETITIVE

BENCHMARKS TRENDS BENCHMARKS

How it performs against our
benchmarks (3-month historical
averages). The goals is for the KPIs
to outperform these benchmarks.
Ensuring there’s an upward
chronological trend in our KPIs. We’d
like to ensure that on-going
optimizations are reflected through an
upward trend in performance.
How it performs in comparison to
similar content posted by other
companies across our competitive
landscape.

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 OWNED BENCHMARKS
We will maintain an updated set of historical benchmarks to gauge our performance against ourselves.
To ensure that we’re working with a dynamic point of comparison that factors changes in platform
algorithms, we will update our benchmarks every quarter e.g.
below reflects Q1 2020 Benchmarks.

OBJECTIVE METRICS FACEBOOK TWITTER INSTAGRAM LINKEDIN

View Rate 16.8% 5.79% N/A 16.8%

Awareness
& Exposure
Compl. Rate 4.54% 12.87% N/A N/A

Eng. Rate 4.63% 1.03% 5.65% 1.47%

Engagement
& Traffic
CTR 0.40% 0.17% N/A 0.80%

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 COMPETITIVE BENCHMARKS
Similarly, for the competitive benchmark dimension, we will gauge our performance against 3-month
historical benchmarks of interaction- and channel-related metrics e.g. below reflects Q1 2020.

OBJECTIVE METRIC FACEBOOK TWITTER INSTAGRAM

Channel Growth Av. New Followers 3,600 1,900 5,400

Av. Interactions Per

59 75 311
Thousand Fans
Engagement
& Interaction
Av. Interactions Per
628 169 4,100
Post

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 O U R C O R E VA L U E S + P O S I T I O N I N G

WINNING WITH PURPOSE

MISSION Create more smiles with every sip and every bite

Be the global leader in convenient food and beverages

VISION by winning with purpose
We will communicate our core value and positioning through 3 main content pillars

FASTER STRONGER BET TER

OUR KEY Winning in the marketplace, being

more consumer-centric and accelerating
PILLARS investment for topline growth
Transforming our capabilities, cost, and
culture by operating as one PepsiCo, leveraging
Integrating purpose into our business
strategy and doing even more for the
technology, winning locally and globally enabled planet and for our people

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HOW THIS COMES TO LIFE THROUGH CONTENT STRATEGY

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 C O N T E N T S T R AT E G Y
We will communicate our core value and positioning through 3 main content pillars

FA S T E R STRONGER BETTER

Definition:
Definition: Definition:
Transforming our capabilities, cost, and culture by operating as
Winning In the marketplace, being more consumer centric, and Integrating purpose into our business strategy and doing even
one Pepsico, leveraging technology, winning locally, and
accelerating investment for top line growth. more for the planet and for our people.
globally enabled.

Content Themes: Content Themes:

Content Themes:
Investing For Growth: Highlighting our full portfolio and Building a More Sustainable Food System: Highlighting our efforts
Technology + Innovation Capabilities: Highlighting how we
products. Announcing our growth, acquisitions and wins in the on the parts of the food system where we can have the greatest
leverage leading-edge capabilities, innovation, and technology,
marketplace through engaging snackable images and video. positive impact--Agriculture, Water, Packaging, and Products.
to transform the way we approach design, e-commerce,
Cutting across these four areas are our commitments to reducing
innovation, insights, and R&D.
Consumer Centric: Leveraging stories and content that put our our impact on the climate and empowering people.
consumers first through lifestyle, evergreen, and social-first
Differentiated Talent and Culture: Highlighting stories of our
content that highlights our variety, ubiquity, and value from Investing In People + Communities: Highlighting how we are
talent, diversity, and culture through meaningful storytelling,
brands. committed to doing even more for the planet and our people.
and snackable content.
Telling emotion-evoking stories of our work with local partners and
How This Comes To Life: communities through the PepsiCo Foundation.
How This Comes To Life:
- Lifestyle + Evergreen Portfolio Content
- History Of Innovation Content Series
- Acquisition Announcements How This Comes To Life:
- Flavor Innovation Content Series - Sustainability Content
- Partnership Announcements
- All technology + innovation content - PepsiCo Foundation Stories + Investments
- Holiday Content
- All award-driven announcements - Nonprofit Partnership Content
- New Product Round Ups
- All talent, culture, and diversity content - Beyond The Bottle Content Series

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 VOICE + TONE
This section will define PepsiCo corporate’s
voice and tone.

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 WHO WE ARE

At PepsiCo, every morning we get up and go to work on a mission to Create More Smiles with Every Sip and Every Bite.

We’re aiming to conserve nature’s precious resources at every step through next generation agriculture & positive water impact,
doing our part to curb climate change, striving to build a circular future for packaging and a world where plastics need never
become waste.

We’re offering improved choices across our portfolio and creating smiles in our communities where we don’t just meet basic
needs, we feed potential.

We create smiles for over 260,000 passionate associates…from meaningful opportunities for work and advancement in a diverse
and inclusive workplace, and for our customers by being the best possible partner…driving game-changing innovation, and
delivering a level of growth unmatched in our industry.

We build brands with purpose and inspire generations with music, sports & fashion and create smiles for the shareholders who
have championed our growth from the beginning.

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 OUR VOICE

As the parent company of some of the world’s most loved brands, we are fun + exciting, but not overly playful or immature.

Our voice should be informative, but not boring.

We want to educate our fans about the world of PepsiCo, but need to understand the social audience needs snackable + quick information.

We’re well-spoken, and use full sentence structure but we still leverage the occasional emoji.

We’re optimistic about our products, programs, and future but we are also realistic.

We’re positive, but we aren’t afraid to address tough issues.

When addressing these tough issues, we always lead with how we are helping to be part of the solution.

We’re passionate about our portfolio of products, but we are not sales-y.

We are innovative, but want to ensure we are not isolating when we speak to our innovations and programs.

Most importantly, we do not talk at our audience, but entertain, inform, and drive conversations with them.

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 P L AT F O R M R O L E S

This section will define our primary and

secondary channels, the role they play in
the digital ecosystem, and best practices
for successful content per channel.

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 P R I M A R Y P L AT F O R M R O L E O V E R V I E W

Platform Facebook Twitter Instagram LinkedIn YouTube

News Source + Thought Leadership + Long Form Content

Platform Role The New Homepage Gallery
Conversation Hub Company Highlights Hub

A place to consume all

A place to share important life
How The
updates, photos, and news with
Audience Uses
friends, family + entertainment.
A gallery for the “best of” lifestyle The professional network. A
The pulse of real time, long form video content -
content. A place to build their place for business
cultural conversations, and whether it be
personal brand and interact with development, growth,
breaking news. An important educational/
influencers, brands, media, and professional highlights, and
source for customer service. informational, or
celebrities. networking.
entertainment.

A visual library that reinforces

A professional overview of A hub for all long-form
PepsiCo’s values and campaigns
who we are as a company, editorial storytelling and
A gateway for our audience into the A real-time, inside glimpse through polished images and videos
How We Use It of our portfolio, campaigns, and
what we stand for, and a look deeper dives into
world of PepsiCo. into the PepsiCo world.
at our talent + culture. PepsiCo’s values and
innovations.
campaigns.

Micro- Videos (:15 or less) Premium Photography

Short Videos (:45 or less) Leadership Spotlights Long-Form Storytelling
Multi-Photo Images Cultural Moments + Holidays
Types Of Content Lifestyle Portfolio Content Awards + Media Highlights Campaign Videos
Awards + Media Highlights Lifestyle Portfolio Content
That Work Best Campaign + Story-driven animations Short Campaign Videos Brand Videos
Leadership Spotlights Flavor Innovation + Nostalgia
Event + Holiday Content Leadership Videos
Event + Holiday Content Micro-Videos
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 PRIMARY CHANNELS
PepsiCo’s primary social media channels will leverage always on content and campaigns as well as ongoing social media management.
Twitter Facebook
"News Source + Conversation Hub” “The New Homepage”
Twitter should provide a
Facebook should share all campaign
real-time, inside glimpse
work and product focused content to
into the PepsiCo world.
provide a gateway for our audience into
Events, news, and timely
the world of PepsiCo.
campaigns should all live
here.
It should be a content aggregator and
drive to other digital properties when
appropriate based on different initiatives.
Instagram
“The Gallery”
PepsiCo’s Instagram should serve
as a beautiful gallery highlighting
polished images and videos of our
portfolio, campaigns, and latest
innovations.
LinkedIn
“Thought Leadership Hub”
PepsiCo’s LinkedIn page should
function as a thought leadership
hub. Content that highlights
company news, innovations, and
the latest events and campaigns
should live here.
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 SECONDARY CHANNELS
PepsiCo’s secondary social media channels are still a priority in the digital ecosphere, however content here will be posted fewer times a month,
and require little community management or maintenance.

Instagram Stories Youtube GIPHY

“Interactive Storytelling” “Long-Form Content Hub” “Playful Amplification”

Instagram Stories provides a unique
interactive aspect to storytelling.
Through Instagram Stories, content can
be gamified through Q+A’s, polls,
quizzes, GIFs, and “tap and hold”
technology. Content here can provide
give a fun and unique glimpse into the
world of PepsiCo.
PepsiCo’s Youtube channel will host
premium long-form video to invite
viewers into the world of PepsiCo.
Content should entertain and educate
about our products, campaigns,
partners, and events.
We’ll occasionally leverage GIPHY to
host playful content that the audience
can leverage on their own content to
amplify the PepsiCo branding and brand
personality.

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CONTENT BEST PRACTICES
This section defines best practices for all
digital content.

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Traditional Storytelling:
R E T H I N K S TO RY T E L L I N G F O R T H E D I G I TA L W O R L D

In a digital world, we need to rethink traditional story telling. The charts on the left show
the differences between a traditional story-arc vs. a digital story-arc.

For digital it’s important to start with something eye catching and to have the climax of
the story or main message in the upfront. (You need to catch the audience attention
quickly in a never ending scroll of information. If they are interested – they will stay for
Digital Storytelling: the rest of the story and if they aren’t they have received the main message within the
first few seconds even if they drop off early)

Note, it’s important to continue to have quick cuts throughout to continue to keep the
audience engaged.

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 VIDE O BES T P RACTI CES

• Ensure branding (logo) and or product within the first :3 seconds.

• Most brand recall happens within the first :3 seconds
• Continue to incorporate subtle branding throughout to aid in brand/product recall
• Focus on a Clear Message.
• Messaging needs to be clear + the ”big reveal” or main message needs happen in the upfront.
• Trying to fit too many key messages in one video is confusing to the audience. Constantly think of your audience, and what you want their
takeaway to be.
• Design For Sound On + Sound Off!
• Research shows 85% of in-feed content consumption happens with sound off.
• Without needing sound, viewer should be able to understand context within the first :4s
• If video include VO, please include closed captioning or an SRT file.

• Use visual cues!

• Engaging and eye capturing on-screen copy/graphics should be used to guide viewers throughout the video
• Get creative! Find unique ways to use text overlays + motion to keep the audience engaged.
• Vertical Content is King!
• Move from traditional size of 16:9 to fully vertical or square
• All FB/IG on-feed posts should be optimized to 4:5 or 1:1 to take up all of the mobile real estate and keep the audience fully immersed.
Videos on Twitter should 1:1 and 9:16 on IG Stories.
• Vertical video have shown a 90% higher completion rate compared to horizontal videos and 79% of consumers claim that the format is more
engaging. 65% of people find brands using vertical video for their advertising to be “more innovative”.

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 PHOTO BE ST PRACTIC ES

• Ensure products or branding are prominent.

• Products should be clearly visible and in the forefront of the photo.
• Avoid inserting logo bugs or branding if you can. Instead have logo or product authentically in the photo.
• Authentic situations that are relatable will drive more engagement than forced situations or content that resembles ads.
• Avoid overly promotional or staged images - the images should feel authentic to the situation.
• To maintain authenticity - aim for candid photos over posed photos where everyone is looking at the camera.

• Make sure the visual is premium and stands out in a cluttered feed.
• Avoid sharing cell phone or poor quality images on corporate channels.
• Prioritize vertical or square imagery.
• Avoid photos sized 16:9 unless leveraging for Twitter.
• Vertical images take up more real estate, making it automatically more engaging and thumb-stopping.
• Avoid images that include too much text
• If images have text overlays, ensure that it takes up less than 20% of the overall image

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 H A S H TA G B E S T P R A C T I C E S

• Make sure you have a goal or purpose for leveraging a hashtag.

• Hashtags should be strategic, functional, and have a specific brand goal in mind. If it doesn't check those boxes, you likely don’t need a
hashtag.
• Hashtags should only be used to aggregate content around an initiative, to join a conversation around a specific cultural moment, or to
contextualize content as a part of a campaign.

• Only leverage hashtags on Twitter and Instagram.

• These are the only platforms where the hashtag functionality works correctly to aggregate content.

• Keep branded hashtags short so that it’s easy for audiences to read, understand and use and so that it can stay
consistent across platforms.

• Make sure campaign hashtags are relevant to the brand so when users catch on and use the hashtag, attribution still
ties back to you.

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P L AT F O R M B E S T P R A C T I C E S

This section defines best practices for all

social media platforms.

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 TWITTER OVERVIEW

HOW OUR AUDIENCE USES TWITTER:

The pulse of real time, cultural conversations, and breaking news.
An important medium for customer support and crisis communications.

HOW WE WILL USE TWITTER:

Provide a real-time, inside glimpse into the PepsiCo world.
Announcements, news, and timely campaigns should all live here.

CONTENT TYPES:
• Quick, newsworthy stories
• Real time event coverage
• Cultural moments + Holidays
• Campaigns + Company Updates
• Heavy sustainability focus + education
• Awards, and media placements
• Leadership Highlights

HOW WE MEASURE SUCCESS:

- Engagement Rate / View Through Rate
- Impressions
- Sentiment

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 TWITTER BEST PRACTICES
Keep copy short and concise.
- While the character limit for tweets are 280 characters, you should always aim for less.
- A concise Tweet makes more of an impact. Keep each Tweet focused on one specific message rather than trying to communicate multiple
things.
Leverage media-rich tweets over text only.
- Tweets that include an image, GIF, or short video will garner more engagement or impressions. Note, people are three times more likely to
engage with Tweets that contain videos and photos.
Consider multi-photo content
- We’ve seen high engagement with multi-photo content on Twitter providing high engagement rates. Leveraging multiple photos help to tell a
unique visual story.
Keep videos to :15 seconds or less.
- Long form content does not perform on Twitter - keep videos to :15 seconds or less. In fact, Twitter says the sweet spot for video on the
platform is between :6-:16 seconds
Leverage GIFs and/or emojis.
- Tap into formats that are authentic to the platform you are on. On Twitter, be sure to leverage emojis and GIFs as those formats are natural to
the platform.
Encourage conversation by including questions and/or prompts within copy.
- Asking questions is an effective way to interact with your audience, bring readers into the conversation, and understand people’s opinions.
Tweet open-ended questions or use Twitter polls to survey on specific responses.
Incorporate relevant hashtags.
- Hashtags are a powerful tool that allow you to expand your reach and tap into relevant conversations. Focus on keywords that are relevant to your
business. Best practices recommend using no more than two hashtags per Tweet.

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 TWITTER CONTENT CHECKLIST

When creating content for Twitter, please follow the below checklist to ensure you are aligning with the platform strategy
and best practices in place.

• Is this content tied to a cultural moment, holiday, trending topic, or timely news?
• Does the content fall into one of the categories of Faster, Stronger, Better?
• If tapping into a cultural or trending moment, make sure PepsiCo has an authentic way in. What is our authentic tie in? Why do we have a say on
the topic?
• Is the content something our audience will react to? IE Retweet, Reply, Like?
• Are we using the best platform feature for the post? IE GIF, Multi-photo, thread, short video, or image?
• What value is the content providing to the audience? Is it entertainment, education? Are we providing value or meaningful interactions?
• Is this content short form? Snackable? Can the message get across in :15 seconds or less?
• Does it work in a sound off environment?
• Is the text under 250 characters?
• Do you need a hashtag? If there is an existing conversation, you would like to tie this content into then yes. If not, then no. Do not overuse
hashtags. Limit to 1-2 if any at all. There must be an overarching goal for using a hashtag.

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 FACEBOOK OVERVIEW

HOW OUR AUDIENCE USES FACEBOOK:

A place to share important life updates, photos, and news with friends + family.
Facebook tends to be the new homepage - a source where the audience gets all of their information on
the latest + greatest from brands, media, and entertainment.

HOW WE WILL USE FACEBOOK:

Share all campaign work and product focused content to provide a gateway for our audience into the
world of PepsiCo.

OBJECTIVE:
Drive awareness of PepsiCo’s core values + positioning to increase company sentiment, consideration,
and overall company health.

CONTENT TYPES:
• Editorial Short Form Video
• Campaigns + Partnership Activations
• Lifestyle Portfolio Content
• Cultural Moments + Holiday

HOW WE MEASURE SUCCESS:

- Engagements / Engagement Rate
- Video View Rate

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 FACEBOOK BEST PRACTICES

Content should contain a mix of media types.

- Leverage a mix of video, photo, and animations .
- Avoid text only posts, and link posts as they are not dynamic enough to break through the feed and
drive impressions and engagement.

Prioritize vertical content.

- Content should be specced at 4x5 or 1x1 to maximize space and capture viewer’s attention. Note,
vertical video have shown a 90% higher completion rate compared to horizontal videos and 79% of
consumers claim that the format is more engaging.

While videos can be longer here, than on Twitter or Instagram, you’ll still want to keep the
videos snackable.
- Videos can be up to :45 but should aim to hook attention with branding in the first 2 seconds, then
hold viewers with a clear narrative throughout.

Design For Sound Off

- Research shows 85% of video views in feed happen with the sound off, so content must
include graphic and/or text overlays or SRTs.

Keep copy concise, utilize line breaks.

- Copy should speak to creative asset and include CTA when possible.

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 FACEBOOK CONTENT CHECKLIST

When creating content for Facebook, please follow the below checklist to ensure you are aligning with the platform
strategy and best practices in place.

• Does the content fall into one of the categories of Faster, Stronger, Better?
• Does it support a specific initiative?
• Is the content consumer-centric?
• Is branding and/or products front + center?
• Are the assets video focused?
• Does it work in a sound off environment?
• What value is the content providing to the audience? Is it entertainment, education? Are we providing value or meaningful interactions?
• Does the content prompt the audience to take action, via a comment, share or like?
• Is the copy short + concise?
• Does the copy include a clear CTA?

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 INSTAGRAM OVERVIEW

HOW OUR AUDIENCE USES INSTAGRAM:

Instagram serves as a gallery for the “best of” lifestyle content. Consumers leverage this to build their
personal brand and interact with influencers, brands, media, and celebrities.

HOW WE WILL USE INSTAGRAM:

PepsiCo’s Instagram should serve as a visual library that reinforces PepsiCo’s values and
campaigns through polished images and videos of our portfolio, campaigns, and latest
innovations.

CONTENT TYPES:
• Premium Photography
• Short Videos + Animations
• Cultural Moments + Holidays
• Lifestyle Portfolio Content

HOW WE MEASURE SUCCESS:

- Engagements
- View Rate
- Impressions

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 INSTAGRAM BEST PRACTICES
Best Practices:

Content should contain a mix of media types.

- Your Instagram grid should feature a mix of media types - photo, video, carousel, boomerangs, and
GIFs or looping video.

Prioritize vertical content.

- Content should be specced at 4x5 or 1x1 to maximize space and capture viewer’s attention.

Keep Videos short + fast-paced.

- Videos should be :30 or less and fast paced to keep the audience attention.
- Leverage formats that are native to the platform like stop motion, boomerangs, and looping video (micro-
video)

Design For Sound Off

- Research shows 85% of video views in feed happen with the sound off, so content must include graphic
and/or text overlays or SRTs.

Keep copy concise when possible.

- Copy should speak to creative asset and include CTA when possible. Prompting a response from the
audience drives engagement.
-Links should be in profile bio and not in post copy, instead users should be directed to "visit link in bio”
- When leveraging hashtags, use sparingly. No more than 4 in a single post and leverage them within the
comment section to keep copy clean.

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 INSTAGRAM CONTENT CHECKLIST

When creating content for Instagram, please follow the below checklist to ensure you are aligning with the platform
strategy and best practices in place.

• Is the content consumer-centric?

• Does the content feature product or branding front + center?
• Is the content premium photography?
• Is it visual/colorful enough to break through a cluttered social feed?
• Does it work in a sound off environment?
• Does it speak to a holiday, or cultural moment?
• Does the content prompt the audience to take action, via a comment, share or like?
• Is the copy short + concise?
• Does the post include emojis?
• Is there an opportunity to have the content feel natural to the platform by leveraging Instagram formats such as carousel, boomerang, stop motion,
GIFs, looping videos?

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 INSTAGRAM STORIES OVERVIEW

HOW OUR AUDIENCE USES STORIES:

Instagram Stories serves as the most interactive social media platform.

HOW WE WILL USE INSTAGRAM:

Through Instagram Stories, content can be gamified through Q+A’s, polls, quizzes,
GIFs, and “tap and hold” technology. Content here can provide a fun and unique
glimpse into the world of PepsiCo.

CONTENT TYPES:
• Cultural Moments + Holidays
• Immersive Storytelling
• Sustainability Quick Hits
• Interactive brand content - polls, quizzes, GIFs, wallpaper

HOW WE MEASURE SUCCESS:

- Impressions
- View Through Rate
- Swipe-Ups
- Actions Taken

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 STORIES BEST PRACTICES

Include clear CTAs on the first frame to drive click through and continuity.

Be immersive.

70% of Stories are watched with sound on. With immersive full-screen vertical Stories’
content we can have the user’s undivided attention.

Include swipe-up links where appropriate.

Stories should be 5-7 frames in length to avoid a high drop-off rate.

Include relevant hashtags and geo-tags to increase reach and visibility.

Be creative and find ways to hack the format (gamification, tap & hold, tap to reveal,
etc).

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 INSTAGRAM STORIES CONTENT CHECKLIST

When creating content for Instagram Stories, please follow the below checklist to ensure you are aligning with the platform
strategy and best practices in place.

• Is the content consumer-centric?

• Does the content feature product or branding front + center?
• Does the first frame include a clear CTA?
• Does it speak to a holiday, or cultural moment?
• Does the content prompt the audience to take action?
• Is there an opportunity to have the content feel natural to the platform by leveraging Instagram technology such as boomerang, stop motion, GIFs,
looping videos?
• Is there a way to make the content interactive through Q+A functionality, Quiz functionality, Polls, etc?
• Is there a way to provide value to the consumer through custom GIFs, wallpaper, etc?
• Is there a way to gamify the content leveraging Instagram Technology? IE tap and hold?
• Are we driving swipe ups? Is there a clear CTA?

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 YOUTUBE OVERVIEW

HOW OUR AUDIENCE USES YOUTUBE:

YouTube is the second largest search engine on the internet. It is the platform where millennials are
consuming more video content than any other platform and lends itself to long-form, episodic content.

HOW WE WILL USE YOUTUBE:

PepsiCo’s YouTube channel will act as a long-form content hub. It will host premium long-form videos
from a wide range of topics to invite viewers into the world of PepsiCo.

OBJECTIVE:
Increase awareness of PepsiCo’s initiatives through long form storytelling through the lens of Faster,
Stronger, Better.

CONTENT TYPES:
• Long form content
• Episodic Content

HOW WE MEASURE SUCCESS:

- Total Views
- View Through Rate

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 YOUTUBE BEST PRACTICES

Video Title Best Practice:

- While the character limit is 100, titles cut off after 70 characters so we should aim to be 45- 70 characters.
- Your video “headline” should be unique, attention grabbing, and concise.
- Make it easy to read with matching thumbnail
- Label with brand/series if needed.

Video Description Best Practice: The description should include keywords and straight to the point message. 1000 characters are allowed for the
description, but only about 100 characters are viewed on search. Therefore, try to deliver your message in the first 100 characters and have a
detailed enough description so that YouTube understands which the topic of your video is.

Include a unique thumbnail: For your video thumbnails, choose an image that is unique, click compelling and that accurately describes your video
and customize if needed. Have consistency in branding for each video. Thumbnails clearly identify what the video is about.

Optimize Video Tags: Tags are used to inform viewers and YouTube about the topic of your videos. They give a general description of the content
inside the video. Tags come in handy to help YouTube extend your videos reach and associate you with similar videos. Keep them minimal and
avoid having irrelevant taglines.

Playlist Best Practice: Having playlists help curate similar content and increase engagement and views. For episodic content, playlists will be a key
component for highlighting video and ensuring continuity.

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 YOUTUBE CONTENT CHECKLIST

When creating content for YouTube, please follow the below checklist to ensure you are aligning with the platform strategy
and best practices in place.

• Does the content begin with a strong hook to retain viewers for longer? The first 15 seconds of your video are crucial for grabbing attention.
• Does the video include captions or graphics?
• Is the video long form?
• Have you provided an optimized headline (title) and description for the video?
• Does the video fit within an existing playlist?
• Is the video part of an episodic series?
• Have you provided a compelling thumbnail for the video?
• Consider including an end screen. End screens are essential for expanding your viewership. Add calls-to-action to visit other videos or playlists on
your channel, subscribe, or direct viewers to your website.

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 LinkedIn Overview

HOW OUR AUDIENCE USES LINKEDIN:

LinkedIn is the largest social network for business professionals. 500 million professionals and business
owners use LinkedIn to job search, recruit, share industry news, enhance professional reputation, and
increase the visibility of their brand. Many LinkedIn users are searching for content that helps them solve a
professional problem.

HOW WE WILL USE LINKEDIN:

PepsiCo’s LinkedIn page should function as a thought leadership hub. Content that highlights company
news, innovations, leadership spotlights, and the latest events and campaigns should live here.

OBJECTIVE:
Drive awareness and education around company news, partnerships, sustainability initiatives, and
snackable storytelling through the lens of Faster, Stronger, Better.
Promote career opportunities and educate professionals on PepsiCo’s company culture and mission.

CONTENT TYPES:
• Corporate Announcements: Acquisitions, Partnerships, Sustainability + Foundation Initiatives
• Leadership + Talent Spotlights
• Awards + Media Highlights

HOW WE MEASURE SUCCESS:

- Engagements / Engagement Rate
- Video View Rate

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 LINKEDIN BEST PRACTICES

Always include an image or some type of rich media in your posts. Images generally result in a 2x higher comment rate.

Additionally, LinkedIn Video is 5x more likely than any other content type to start a conversation. However, to keep the audience’s attention, keep video
length :45 seconds or less.

Links drive engagement. Updates including links can have up to a 45% higher engagement than updates without links.

Add hashtags to your post to join trending conversations. Your most-used hashtags will come to be associated with your LinkedIn Page. Do not over-
use hashtags though. Limit 1-3 per post.

Expand your reach to drive awareness and growth. @ mention people who are affiliated with a specific piece of content to gain exposure to their
network

Leverage the influence of your employees. Employees typically have 10x the social reach of their company. Share your employees’ best posts on
LinkedIn, and leverage their networks and their voice to build a connection to your brand. You can also share your best member mentions on LinkedIn.

An integrated organic and paid strategy is the key to unlocking your brand’s potential on LinkedIn. Boost your best organic content to broaden reach
and gain new followers.

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 GIPHY OVERVIEW
HOW OUR AUDIENCE USES GIPHY:
GIFs are a visual way of communicating and can be leveraged in Instagram, and throughout
messaging. A sticker is a GIF file with transparency around the edges that can be used to enhance
your storytelling in all kinds of ways. GIF stickers are leveraged on top of the audiences’ own content to
a fun additional element to their content.

HOW WE WILL USE GIPHY

We’ll occasionally leverage GIPHY to host playful content that the audience can leverage on
their own content to amplify the PepsiCo branding and brand personality.

OBJECTIVE:
Drive brand affinity and brand loyalty by creating fun and interactive GIFs that consumers can leverage
on their own content which helps to amplify our reach and awareness.

CONTENT TYPES:
- Holiday + Cultural Moment Stickers
- Portfolio Highlights
- Branding Opportunities
- Event Amplification

HOW WE MEASURE SUCCESS:

- Impressions
- Total Views
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GIPHY BEST PRACTICES

A sticker is a GIF file with transparency around the edges that can be used to enhance the audiences’ storytelling in all
kinds of ways! In order to register as a sticker, at least 20% of pixels must be transparent in the first frame.

At least one component of the sticker must be animated. Static images will not be approved.

Stickers must be exported with transparency - no white or colored background. At least 20% of the first frame must be
transparent.

Stickers cannot be smaller copies of existing GIFs.

Tap into relevant holidays and cultural moments

Limit too much branding and text

Tag your content appropriately for visibility and discoverability.

Tags should describe the things pictured in the GIF or Sticker. Try adding specifics like the subject’s name and actions,
catch phrases, colors or other themes. Tags should also talk about how you react to the image, how you believe the
subject is reacting in the image, and any other details you think are pertinent. You should try to think of the ten best tags
for each of the GIFs and Stickers you upload.

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 THANKS!
If you have any questions on content, or social media best practices, please reach out to sarah.troncone@pepsico.com

If you have any questions on analytics, measurement, or reporting, please reach out to Tarirai.Chivore@pepsico.com

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