In 2015, PepsiCo sought to reduce the size of its annual sustainability report while using other channels to convey its commitment to sustainability. The microsite, dubbed HowWillWe.com, is a powerhouse of multimedia content. It also serves as the venue from which people can download the report. Its impact has earned PepsiCo first place in the “Best Microsite” category of PR Daily’s 2016 Digital and Social Media Awards.
PepsiCo had two goals for the site: Initiate a conversation around sustainability (and the ability to grow the bottom line while pursuing sustainability goals), and drive downloads of the report. The site—promoted through a combination of paid and earned media— achieved both goals admirably, with 1.6 “high-value, intended engagements” and nearly 2,000 downloads of the 2014 report.
HowWillWe.com is modern, attractive, engaging, and interesting. The imagery and video are stunning and the message is clear: This is not typical corporate greenwashing, but rather an organization that firmly believes in sustainability and walks the talk.
Our congratulations go to staff members Erin Thomas, Daniel Strechay and Andrea Willis.