• by Laurie Sullivan  @lauriesullivan, April 13, 2023

Pepsico Mexican Foods campaigns surpassed previous benchmarks and performed better across the board when targeting audiences without third-party cookies -- using Lotame’s Panorama ID universal cookieless identifier -- versus third-party cookies.

The two companies, which have been collaborating since 2021, announced results on Thursday. The two also worked with media agency Anagram to create direct connections with consumers through data-driven targeting.

Anagram shared insights about the type of audience the brand wanted to target, and then Lotame’s group suggested audience segments that matched to well-performing parameters.

Daniel Díaz, brand senior director at Pepsico Mexican Foods, said the shift to digital has been a key enabler in the past years to create a more empathic and closer relationship with consumers.

Lotame created custom audience segments for Pepsico Mexican Foods’ two snack cookie brands — Marias Gamesa, and Chokis — using a mix of demographic and interest data.

“Demographic segments consider variables such as age, gender and income to improve analysis or targeting. Interest-based segments by contrast take into account lifestyle behaviors, activities, opinions, behaviors, and attitude,” says Sebastian Yoffe, managing director of Latin America and U.S. Hispanics at Lotame. “For the Marias campaign, their target included interest and demographic segments such as Beauty, Parents, Yoga, etc. Chokis by contrast relied on audiences that targeted age 20-35, Foodies, Social Media, Chocolate, and more.”

Using these parameters, both cookie and cookieless segments were created to test the process.

Cookieless audiences used Lotame Panorama IDs to reach Pepsico Mexican Foods’ audiences in Mexico across all programmatic inventory without relying on third-party cookies or authenticated traffic.

Both sets of audiences were shared with the brand’s DSP MediaMath for targeting. 

Anagram in collaboration with Lotame also developed a data-driven cookieless video strategy to extend Pepsico Mexican Foods’ addressability across devices and the open web. 

The campaign exceeded each of Pepsico Mexican Foods’ brands by 75% video completion rate (VCR), and cookie performance across all browsers and devices, proving data-driven targeting works today and post-cookie. 

The test reached 42% more unique individuals with Panorama ID than cookies, and cookies proved 2 times as expensive and 2 times less efficient at reaching unique individuals compared to Panorama ID. 

Anagram had visibility via the demand-side platform (DSP) each day. Lotame also provided a report on conclusion of the campaign to analyze performance.