Abstract:

In this paper we will review the seven drivers of digital brand engagement with real examples in the of cookie and crackers categories in Latin America. The paper illustrates Pepsico Best Practice and the amazing results of suing social networks to leverage brand engagement in Latin America for the Toddy, Twists and Quaker brands. The uniqueness of this paper is that it takes theoretical ways of building engagement and validates this with real data coming form Pepsico Food's social media listening tool Socialmetrix tool. Socialmetrix is a pioneer in social media listening and analytics, serving clients in more than 10 countries, helping brands to understand the consumer sentiment and opinions, providing actionable insights to their day-to-day activities.