PepsiCo tested several different interstitial videos geared toward "youthful self-improvers," "wholesome families" and "active retirees, and found that all three audiences were at least twice as likely to engage with a personalized video vs. the non-personalized one.
Personalized rich media drove 110% higher engagement than non-personalized rich media on average, while personalized creative drove 84% higher engagement than non-personalized creative.
While the program is focused on rapid pilots for proof of concepts in order to enable PepsiCo to prove value, longer-term efforts can help drive further insights with greater optimization efforts, Brady notes. The partnership with Aki has enhanced PepsiCo’s ability to understand real-time consumer behavior, while also expediting its launch timeline to be quicker to market with the personalized messaging.
“Understanding the consumer signals in turn helps define how and where we work to build relationships and to refine the value we offer back to our community,” she says.
PepsiCo’s brand teams, including the Gatorade, Frito Lay, North American beverage, shopper/e-commerce and multicultural teams, are currently working with Aki, and it aims to expand internally into Latin America.
In offering advice to other consumer goods brands seeking to improve their e-commerce conversions, Brady says continuous testing and being proactive about seeking out innovation opportunities are both key today.
“The landscape is evolving rapidly, and new platforms and technologies are occurring daily,” she says. “It's critical to have a team exploring these opportunities and identifying the best ways to leverage as solutions for existing capability gaps. Our team is 100% dedicated to helping our marketers find those new solutions and help vet them for the organization to ensure we keep an advantage in the marketplace.”