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 at the Association of National Advertisers’ (ANA) first-annual Influencer Marketing conference, “we have to talk to them in different ways and we have to reach them in different touchpoints.

“Each piece of creative – each message – has to evolve and has to change.”

And influencers have a vital role to play in this process. “We’re shifting more and...

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