INTERVIEW

PepsiCo Logo

MANOS SPANOS

Vice President of Brand Marketing Flavor Brands
PepsiCo

Engaging consumers through video is an important component of the content strategy for many of the global brands Spanos oversees, and they have a very specific framework in place for all video.

“We have three types of video content: tentpole content, episodic content and always-on content,” he says. “Tentpole content is intended for broader reach, such as TV ad campaigns. Episodic content is more about building brand love, engagement and relevance through content, which could be a made-for-digital series or even a studio film. Always-on content is much more targeted, personalized and contextual, and it is intended to share a key message or visual that you want the consumer to remember and associate with the brand. All of this content follows a certain framework so we know why we are creating a piece of content, where it will be distributed, the key KPIs we’ll be using to measure performance, social sharing measures that we’re trying to push, etc.”

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