Performance with Purpose involves everyone, not just PepsiCo. It includes providing access to nutritious foods and beverages; being good stewards of the environment; offering people a great place to work, and much more. It’s about solving some of the biggest global challenges of our time. This cannot be done alone; it must be done through collaboration — as a “we.” But, how?

We created the How Will We campaign to ask the bold questions, "How Will We: Grow Sustainably, Thrive in a Changing Environment and Create Opportunity?"

To generate participation from a diverse audience, we would share how PepsiCo is answering these questions by describing our global efforts in digestible ways. We would then invite others to join the conversation by providing their answers and solutions.

Beginning on September 24, 2015, we launched howwillwe.com and our digital campaign. Each day, we used PepsiCo's owned social channels and partner channels to highlight stories from the microsite. We also worked with Google, Outbrain, and Nativo to deliver unique ad displays and native advertising, and we executed a custom promotional plan with 3BL Media targeted at sustainability influencers.

Howwillwe.com generated conversation by serving as a hub and launchpad for virtual reality videos, user-generated content, social and digital media syndication with partners. We debuted two “Mashable Challenges,” inviting participants to submit Vine videos and photos about their personal sustainability projects, such as creating artwork from recycled materials. With RYOT, we delivered a series of custom content around our cutting-edge virtual reality film, bringing viewers to Peru to experience our Waste to Wealth recycling program. We also worked with Water.org, SXSW Eco and Fair Trade to amplify our joint sustainability content.

Since launch, we have achieved more than 19 million impressions of How Will We sustainability content and nearly 1.6 million high-value engagements, which we define as views, shares, and social engagements with our content from our highly-targeted sustainability audience.

Additional results included:

o Nearly 20,000 shares of our “Mashable Challenges;”

o More than 65,000 site visits to howwillwe.com;

o Nearly 3 million impressions of content distributed in partnership with RYOT;

o Approximately 1 million views of custom videos created with RYOT, including 5,250 views of our 360° virtual reality video; and

o A 30 percent increase in sustainability-related digital and news media-related activity, resulting in an increase in our share of voice in many topics discussed on our microsite.