Building digital brand engagement: A journey from social media insights to leverage brand engagement

This paper reviews the seven drivers of digital brand engagement, calling on examples from PepsiCo's snack brands in Latin America to explain how brands can build 'buzz' online.

Building digital brand engagement: A journey from social media insights to leverage brand engagement

Federico BarallobrePepsiCo

Introduction

This paper addresses how to take advantage of this new world in order to leverage social media communication in order to build real digital brand engagement.

In this paper we will review the seven drivers of digital brand engagement with real examples in the of Cookies and Crackers categories in Latin America. The paper illustrates Pepsico Best Practices and the amazing results of using social networks to leverage brand engagement in Latin America for the Toddy, Twists and Quaker brands.

The main...

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