Gaining Traction in a Crowded Ecosystem

While the Greenhouse Accelerator was well-known globally, the APAC edition struggled to find its footing. The 2023 launch did not generate the desired level of buzz or applications, getting lost in a crowded landscape of startup programmes. For 2024, the objective was clear: establish the programme as a premier growth enabler for startups in the region and drive the corporate sustainability narrative forward.

The Strategic Insight: Building an Ecosystem of Advocacy

We moved beyond standard “call for applications” press releases. We focused on building a credible ecosystem around the programme.

• Building Advocacy: We utilised successful participants from the 2023 cohort as brand ambassadors. Their authentic success stories served as powerful testimonials to prospective applicants, proving the programme’s ability to accelerate growth.
• Direct Ecosystem Activation: We leveraged our own network of Venture Capitalists (VCs). By facilitating direct meetings and providing VCs with materials, we encouraged them to “nudge” their own portfolio companies to apply, ensuring a pipeline of high-quality candidates.
• Centralised Media Moment: We organised a virtual press conference anchored in Bangkok, a hub for regional innovation. This provided a concentrated venue for media to engage with PepsiCo leadership and understand the programme’s strategic importance.

Measurable Results: Exceeding Targets and Amplifying Reach

The campaign successfully revitalised interest in the accelerator, delivering results that far outstripped the previous year.

• Massive Organic Reach: Secured more than 450 pieces of organic coverage across APAC, featuring in prestigious titles such as CNBC, Bangkok Post, Bloomberg Businessweek, and The Manila Times.
• KPI Over-Performance: The strategic push resulted in the programme over-performing its application KPI by nearly 2x, demonstrating a massive surge in interest from the startup community.
• Strong Media Engagement: The virtual press conference in Bangkok attracted 25 media attendees, ensuring deep and accurate reporting on PepsiCo’s sustainability goals.

The PRecious Perspective: Monetise Investor Networks to Supercharge Corporate Innovation

The Diagnostic: If your multinational corporation is launching an innovation accelerator, relying on traditional press releases to attract top tier talent is a strategic error. In the venture ecosystem, true validation only comes from trusted peers.

The Strategic Pivot: To dramatically exceed your application targets and capture the best market innovations, you must actively weaponise your broader financial network.

The Commercial Engine:

• Engage venture capitalists directly and empower them to nudge their portfolio companies to apply.
• Utilise successful alumni to act as vocal brand ambassadors, providing authentic testimonials.
• Organise centralised media moments in regional innovation hubs to demonstrate strategic corporate importance.

The Bottom Line: Activating this ecosystem advocacy transforms your corporate programme from a standard marketing initiative into an indispensable growth engine for the next generation of industry disruptors.