Retail and digital landscapes have significantly evolved the last decade. People have become increasingly overloaded with information, but they are also sources of information. We are all developing a new understanding of the importance of privacy.

Technological and legislative limitations have changed the rules of digital media activation, redefining how we engage with consumers. For example, in Mexico, the introduction of the NOM-051 labelling requirements in October 2020 meant that promotions could no longer be visible on pre-packaged food and beverages. Data Privacy Legislative limitations are changing the rules of digital media activation, and there will be more.

We took this challenge and turned it into an opportunity, driving growth, elevating creativity, and building consumer value through a unique concept: combining loyalty rewards, entertainment, privileged access promotions and first-party data gathering, all in a single direct-to-consumer(DTC), app.

This is how Joy App was born; as a tool to migrate physical promotions to the digital ecosystem. What started as a challenge became an opportunity to optimize investment, predict future business opportunities, equity building beyond traditional media, speed to market executions, digitalization and capturing first-party data. Joy App was trialed as minimum viable product(MVP) in Mexico but is destined for global implementation.

The Idea:

An innovative and unique First Party Data Ecosystem designed to captivate consumers and influence consumption behavior while we drive business results by increasing frequency, engagement, and loyalty for our entire portfolio.

A tool to migrate physical promotions to the digital ecosystem. What started as a challenge became an opportunity to optimize investment, predict future business opportunities, equity building beyond traditional media, speed to market executions, digitalization and capturing first party data (1PD)

Engage consumers with highly personalized content based on their passion points. Reward them for engagement with activities which generate direct data for the business.

Allow Direct to Consumer (DTC) strategies to be implemented, monitored and adjusted, to see patterns, anticipate and respond in a faster way. A challenge become an opportunity.

Can we continue accelerating demand through a new digital connection with our consumers complying with internal and external regulations in a profitable manner?

We imagined what would happen if we leveraged the millions of daily transactions happening in our business to revolutionize consumer engagement. Analyzing sales data from the past was no longer going to be enough. Using data to see patterns and inform our business decisions would allow us to anticipate and respond fast.

With multifunctional presence and alignment at local, regional and global levels in the company, we organized a Vision Workshop to define a future vision for one of the more complete consumer engagement tools around the globe.

We devised a cross functional team to deploy the new digital product. This data ecosystem was designed to captivate consumers through personalized content and experiences, driving loyalty, and influencing behavior through personal passion points.

We developed research to understand Joy’s customers. We identified various communities, and defined 5 segments to accelerate our growth:

•Music Fans

•Sports Enthusiasts

•Snack Lovers

•Entertainment Junkies

•Gamers

The Joy App is a personalized content platform where consumers can experience a totally new way of interacting with PepsiCo’s brands. It’s a first-party data ecosystem providing privileged visibility for brands and consumers alike, building meaningful relationships based on data. By having a one-to-one connection with our consumers, we drive buy-rate, frequency, and create future value exchange, improving consumer lifetime value.

Joy App rewards users who accumulate points while having fun:

• Accessing special content customized to their interests

• Exclusive early access

• Entering competitions

• Answering surveys

• Catching Digi-Joys, a geo location AR game like Pokémon Go

• Personalized offers and promotions

Implementation occurred first as minimum viable product(MVP) in Mexico, prior to global roll out. The app allows us to eliminate less successful effort and extend successful ones at will, also dial up or down promotions based on geolocation, products purchased, channel, or personalized consumer preference.

Our first party data records grew 25% in 12 months, with LATAM sector growth of +136%.

• +2% increase in frequency

• +10% sales improvement in low rotation SKUs

• 3.8M downloads

• 2.4M new P1 data

• 550k monthly active users

• 14M codes/tickets uploaded

• 13.5 million interactions

• 15 million codes redeemed

• 550,000 new monthly users

• 4 million downloads

• Ranked as top 10 most downloaded ecommerce apps by Statista

• 35% vs YAGO

• 200 times larger than Kantar, and counting