The scorecard has shown us that scaling learning is as important as scaling approach
Posted: Tue Dec 17, 2024 4:48 am
One size does not fit all at the best of times, let alone during a pandemic that affects every market differently. Still, we felt it important to establish some media and creative best practices that are universally applicable across all geographies.
This helps us ensure the basic effectiveness of our brands.
After receiving some honest feedback from the creative community at Cannes a few years ago, for example, we wanted to find a way to systematically improve the creativity of our video.
Our team in Europe responded by building a “media and creative scorecard” based cash app database on proven best practices, like YouTube’s ABCD framework. We joke about our love-hate relationship with the scorecard. But the truth is that it keeps us aligned, both internally and externally, with our agency partners.
Since its creation, we’ve been working to scale the scorecard beyond Europe by incorporating it into an internal marketing dashboard that tracks our progress and allows us to share learnings across teams.
► The scorecard has shown us that scaling learnings is just as important as scaling approach. Even in the midst of the pandemic, our creative approach continues to resonate in consumer perceptions with purposeful messaging that tells our brand story and drives results.
►3. Apply a test-and-learn mindset to unlock innovation
Innovation is central to everything we do at PepsiCo, whether it’s product development or marketing strategy. Prioritizing a robust testing and learning agenda that has clear goals, budgets, and measurements has allowed us to look ahead and think bigger by making our creative more effective and our media more efficient.
One approach we’ve been testing recently is personalization – matching personalized video creative to specific audience segments to deliver more relevant experiences. Tools like Director Mix help us do this efficiently at scale, and we’ve seen a huge impact.
This period can prove to be the best testing and learning experience of our careers.
We are also focused on performance marketing, which requires a huge appetite for experimentation. Given the nature of our business, performance marketing demands greater speed and requires us to improve the way we ingest retail partner data and measure across systems.
To emulate a direct-to-consumer approach, we lean on tools like Ads Data Hub, which shows us data across campaigns and helps us gain more insights into how to reach and engage customers in a privacy-focused way.
When we look back on years, this period may prove to be the greatest testing and learning experience of our careers. All of its challenges have forced us, as video marketers, to critically evaluate what works for our brands and what doesn’t.
This helps us ensure the basic effectiveness of our brands.
After receiving some honest feedback from the creative community at Cannes a few years ago, for example, we wanted to find a way to systematically improve the creativity of our video.
Our team in Europe responded by building a “media and creative scorecard” based cash app database on proven best practices, like YouTube’s ABCD framework. We joke about our love-hate relationship with the scorecard. But the truth is that it keeps us aligned, both internally and externally, with our agency partners.
Since its creation, we’ve been working to scale the scorecard beyond Europe by incorporating it into an internal marketing dashboard that tracks our progress and allows us to share learnings across teams.
► The scorecard has shown us that scaling learnings is just as important as scaling approach. Even in the midst of the pandemic, our creative approach continues to resonate in consumer perceptions with purposeful messaging that tells our brand story and drives results.
►3. Apply a test-and-learn mindset to unlock innovation
Innovation is central to everything we do at PepsiCo, whether it’s product development or marketing strategy. Prioritizing a robust testing and learning agenda that has clear goals, budgets, and measurements has allowed us to look ahead and think bigger by making our creative more effective and our media more efficient.
One approach we’ve been testing recently is personalization – matching personalized video creative to specific audience segments to deliver more relevant experiences. Tools like Director Mix help us do this efficiently at scale, and we’ve seen a huge impact.
This period can prove to be the best testing and learning experience of our careers.
We are also focused on performance marketing, which requires a huge appetite for experimentation. Given the nature of our business, performance marketing demands greater speed and requires us to improve the way we ingest retail partner data and measure across systems.
To emulate a direct-to-consumer approach, we lean on tools like Ads Data Hub, which shows us data across campaigns and helps us gain more insights into how to reach and engage customers in a privacy-focused way.
When we look back on years, this period may prove to be the greatest testing and learning experience of our careers. All of its challenges have forced us, as video marketers, to critically evaluate what works for our brands and what doesn’t.