Social + Influencer Strategy: Pepsi Dig In
The Ask
In 2020, PepsiCo committed millions to support underrepresented communities by launching Pepsi Dig In, a platform designed to uplift Black-owned restaurants and the communities they serve. My mission was to increase program awareness while encouraging participation from Black-owned restaurants and foodies, and develop a social strategy to amplify Dig In Day.
My Approach
I crafted a comprehensive social media and influencer marketing strategy focused on authentic storytelling, shareable UGC, and consistent messaging. Partnered with a robust 14 person influencer marketing plan, this approach achieved the following objectives:
Community Growth: Followers increased from 7,000 to 18,000.
Enhanced Engagement: Higher visibility and participation in Pepsi Dig In initiatives.
Amplified Advocacy: Strengthened connections with the Black culinary community.
Influencer Amplification: I onboarded 14+ influencers whose values aligned with the campaign, driving meani
Results
This holistic approach positioned Pepsi Dig In as a powerful platform supporting Black-owned restaurants and celebrating culture and community.
Total Impressions: 1.4M (77.9k in 2021)
Total Reach: 1.3M
Total Engagements: 48.3k
Hashtag Mentions: 5,966
Influencer/Creator Partnerships
Driving Organic Engagement via Community Management
Creative Direction & Editorial Planning for Social Assets
