PepsiCo ramps up digital efforts at BlogHer

PURCHASE, NY: PepsiCo will be attending the BlogHer conference in San Diego for the third time in August, and this year, the company will offer more digital and traditional initiatives than ever before.

PURCHASE, NY: PepsiCo will be attending the BlogHer conference in San Diego for the third time in August, and this year, the company will offer more digital and traditional initiatives than ever before.

PepsiCo began sponsoring the blogger event, which runs August 4-6, three years ago to engage more closely with female consumers, one of the company's target audiences.

“BlogHer is a dynamic community of women that really have a strong voice and are turning these conversations into actions and helping to transform social publishing,” said Jamie Stein, PepsiCo's director of digital initiatives, a role that was specially created a year ago to bolster the company's digital outreach.

“It made sense for us to partner with such a leader in the space,” she added.

PepsiCo's Women's Inspiration Network, an online interactive platform for videos and blog posts that was launched in February, is being spotlighted at the conference to connect with women contributors. The new network is PepsiCo's first cross-brand effort, and PR agency Weber Shandwick, with the help of sister agency Current Lifestyle Marketing, has helped activate the initiative.

Weber Shandwick, which has been working with PepsiCo for three years, will be “creating an engagement to really tell the PepsiCo story” to consumers at BlogHer, said Jenny Bohuslavsky, SVP at the firm.

According to Bohuslavsky, Weber Shadwick's goal is to communicate with consumers about PepsiCo's campaigns at BlogHer leading up to, during, and after the event.

The agency will be using traditional media, such as news outlets, as well as social media channels to get messages out. VaynerMedia, which works with Weber Shandwick for PepsiCo, will also be helping with digital outreach and design.

During the conference, which will feature about 3,600 bloggers (nearly double last year's attendance), PepsiCo will be actively using Facebook and Twitter, posting videos, and hosting contests.

Although the company is highly involved in digital outreach, Stein said BlogHer gives the company a chance to connect with consumers on a more intimate level.

“Nothing takes the place of offline connectedness and connectivity,” she explained. “We engage with a lot of these bloggers by following them, tweeting with them, and answering questions on Facebook, so this is really an opportunity to sit together and enhance that two-way dialogue.”

In addition to its social media activities, PepsiCo will be hosting a number of traditional media events, including the PepsiCo Sofa Summit, featuring author Sarah Brokaw, and the PepsiCo Promenade, which will allow bloggers to directly interact with and learn fun facts about the brands they love.

Pepsi CEO Indra Nooyi will also deliver the conference's keynote address, marking the first time a consumer packaged goods CEO has ever delivered the address at the BlogHer conference.

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