Background
Creating content can be daunting. Especially when you’re a multinational brand that must retain its core identity WHILE being relevant to every market. Top that with the need for good quality, dynamic content on a regular basis.
This is what PepsiCo assigned to us for two of their brands: Lay’s and Pepsi. Our job was to not only create such content but also ensure that they spoke in immersive ways to each of its audiences, keeping current trends in mind.
Solution
We introduced the Pepsi Content Factory.
This was an innovative operational framework with a streamlined process to ideate, create and approve high-quality dynamic content every month. Spending 20 days each month, we created a mix of content for both brands from start to finish.
To set up the factory we began with data at the core by researching the 6 markets involved: Pakistan, Saudi Arabia, Egypt, Ethiopia, Nigeria and South Africa. We then culminated insights from our audiences (Millennials and Gen-Zs) to identify cohorts for each. The cohorts were matched with the brand through fixed content pillars, which were further expanded into flexible touchpoints. The pillars and touchpoints hierarchy gave us a rich pool of ideas from which to generate monthly content.
