Hello Goodness: From CPG brand sites to purpose-driven content

While there continues to be an increase in consumer online behavior and interest related to nutrition and food, there is an ongoing decline in brand-specific searches and site traffic. As a result, PepsiCo turned to the iCrossing team to redefine the role and opportunity for its owned channels to work harder to meet consumer behavior and needs while building brand affinity, awareness and consumer acquisition.

We turned to search trends, social listening and Pinterest data to analyze how consumers were searching for and sharing health related and food topics. Through the process we discovered an insight that would act as our guiding principle for Hello Goodness: Consumers search for food with specific health benefits in mind.

With this insight as the primary component of our strategy, we built a digital experience focused on in-demand food benefits with the goal of driving to relevant PepsiCo products and solutions. In order to execute on our strategy, we aligned PepsiCo’s Nutrition products with key health benefits. In order to develop relevant content that would entice users to engage with, we leveraged social listening insights to gain a greater understanding of which content topics perform best in the health space for content theme development.

To help launch, we partnered closely with Pinterest to create a custom API experience within their platform to help showcase the product benefits and drive website traffic. Through Pinterest, we were able to continue gathering data and insights on consumer behavior and content preferences. Additionally, we partnered with Popular Pays to turn around quick, inexpensive influencer content for a nutrition-forward audience and creative production. By focusing on a health benefit-driven strategy, we were able to improve the performance against PepsiCo’s benchmark averages.