How PepsiCo builds an influencer-marketing funnel

PepsiCo, the food and beverage giant, is tapping influencers to help reach consumers at different phases of the purchase journey.

The role of influencer marketing at PepsiCo is in constant motion, according to Chris Bellinger, the company’s vp/creative and digital.

“As we move our consumers through the funnel of ‘potential consumer’ to ‘buyer’ to ‘fan’ to ‘advocate,’” he told delegates...

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