Digital Brand Health

January 25, 2012

Pik-Nik scan

Digital Assets

Website, Microsite, Social Pages, Corp. Blogs, Applications, DRM Platforms

Website
Pik-Nik

This is the official local website for Pik-Nik globally. Pik Nik does not have a local site

Website
Pik-Nik

Pik-Nik’s website generally contains information on their products, information on the comanpy, and how to order their products online (Limited to the USA). There is also a portion where Pik-Nik recipes, like a Pik-Nik Casserole, etc. can be found.

Facebook
Pik-Nik

Facebook
Pik-Nik

Facebook
Pik-Nik

Facebook
Pik-Nik

Twitter
Pik-Nik

PikNik has a twitter site that is not active. It has 2 followers and 0 tweets as of January 25, 2012.

pepsi cola scan

Digital Liabilities

Anti-Site, Anti-Tactical Site, Anti-Social Pages

pepsi cola scan

Digital Reputation

Forums, Social Mentions, Blogs / Microblogs

Social Mentions Facebook

Searching Pik-Nik for social mentions on Facebook shows mostly international posts. There is only one mention in facebook about Pik-Nik the snack. Most of the posts are either in a different language, or points to something else[ PicNik (An online photo editor), or a picnic table)

Social Mentions Twitter

Social Mentions Twitter

Tweets about Pik-Nik are mostly accompanied by the user’s favorite flavor. The Ketchup variant is the most used

pepsi cola scan

Digital Footprint

Viral Content, Search Ranking, Ads

Viral Content

A search on Youtube of “Pik-Nik” and “PikNik” returned no relevant results.

Search Ranking

Google search for “Pepsi” shows the official international website as the first result.

The local website for Pepsi appears as the third result, while the SarapMagbago fan page comes in fourth.

Search Ranking

The top result in Google search for “Pepsi Philippines” shows Pepsi Philippines’ local website and various URLs under it, followed by the Sarap Magbago microsite.

Search Ranking

Google search for “pepsi cola” shows the official local website as the third result of the search.

One of the global website appeared is pepsico.com.

Search Ranking

The top result in Google search for “Pepsi Cola Philippines” are the local Pepsi websites.

Search Ranking

The first result for Pepsi Pinas is the full feature of the local TVC “Sa Akin Ang Pinas” followed by the same TVC but with English subtitle. The following results were the prominent fan page of Pepsi in Facebook.

Search Ranking

Takeaways

Local

Takeaways are generally the same:

Locally, Pepsi is highly active on YouTube and SNS, choosing to update these and run promos on them rather than on its official websites (unlike Coca-Cola, where we actively create and update our websites/microsites). The PCPPI Facebook page has become more active over the past month in making wall posts, and engagement has increased.

The “Pinoy Win Pepsi” activity has become viral in Facebook. The fan page continues to have high engagement thanks to a weekly trivia contest and fun polls. The page continues to build upon its Filipino angle by posting content on uniquely Pinoy behavior.

Other than this, Pepsi has an official PCPPI Facebook page and Twitter account which have very little fans/followers. Pepsi Philippines may be trying too hard with all these channels, rather than integrating everything in a single local Facebook or Twitter page.

Global

Takeaways are generally the same:

Pepsi’s Music Icons video, available both in 60- and 30-second versions, has been well-received by the viewing public. Comments, while positive, are mostly on the users’ fondness of the artists featured in the video (not about their love for Pepsi).

Although several social mentions, blogs, and articles were found featuring the campaign, sentiments remain mixed. Economic woes that affect Pepsi and its drop to being the no. 3 beverage in the US are also indications of this.

In general, Pepsi is a highly active player in the digital space, locally and internationally.

THANK YOU!

Questions?