2016 Digital PR Awards: Microsite/Custom Site

Winner: PepsiCo - #HowWillWe

As one of the world’s largest food and beverage companies, PepsiCo is committed to Performance with Purpose, its vision to deliver top-tier financial performance while leaving a positive imprint on society and the environment. Each year the company communicates its progress, challenges, partners and issues of greatest impact by sharing data and stories in its annual sustainability report.

In 2015, instead of simply releasing a report, PepsiCo produced the #HowWillWe social media campaign and created howwillwe.com, an immersive microsite, to serve as the campaign hub. Howwillwe.com went live on Sept. 24, 2015, incorporating personal stories, mixed media content and opportunities for social sharing—all of which created an immersive, engaging and interactive experience.

The site illustrates the impact of the work of PepsiCo and others and demonstrates the role of business, governments, non-profits, NGOs and consumers in addressing global sustainability challenges. It also allows users to download PepsiCo’s 2014 Sustainability Report.

PepsiCo's owned social channels, including Facebook and Twitter, were used to highlight story elements from the microsite, using engaging animated social content like GIFs and Vines. PepsiCo also leveraged partner social channels to support one another’s breakthrough initiatives and spark social activity across follower bases.

Between howwillwe.com and related sustainability content, the effort achieved nearly 1.6 million high-value engagements with targeted sustainability-concerned audiences visiting the site, viewing related video content and sharing social media posts. On Twitter and Facebook, the groundbreaking content achieved more than 170,000 engagements; the campaign's YouTube videos were viewed by nearly 230,000 people.

Honorable Mentions:

  • Discovery Education and Envision - Chase the Race in School
  • Porter Novelli on Behalf of Office on Women's Health - Know the Facts First
  • SAP - AdVenture Capital
  • St. Jude Medical/SignalWest Public Relations - "Thanks to an LVAD..." National Awareness Campaign
  • Weber Shandwick – Vmware Radius