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.

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.

Key Takeaway: The Power of the Network Nudge

In the startup world, validation comes from peers and investors. By activating VCs and alumni, you transform a corporate programme from a “marketing initiative” into a “must-join opportunity” for founders.