P&G and PepsiCo: Retail Media’s Next Growth Phase is Social Commerce and Incrementality

Published December 1, 2022

Social media networks like TikTok and Snapchat are critical to helping marketers understand their customers’ behaviors to drive sales. PepsiCo and P&G have launched shopping campaign trials with Walmart Connect which increased their sales and brand awareness. PepsiCo started a TikTok Challenge campaign during the Super Bowl which received 8 billion impressions and 2 million TikTok videos created by the platform’s users. In addition, P&G implemented video livestreams on Walmart.com which accumulated $5 million in sales and $8.5 million worth of purchases from new customers. Marketing through social media is rising and social commerce may be the key to increased sales for organizations.

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