Doritos

THE ASK

• Build Brand Icon with relevant Media Support in digital

• Establish Doritos functional fundamentals (crunch; bold flavors, triangle shape)

• Build Brand emotional connection

THE CAMPAIGN

We have created Edgy & fun local Content for Social Media within the brand territory #forthebold while making focus on Doritos Iconic Shape, Boldness & Humor

Digital strategy was built on the following:

• Always-on approach

• Defined targeting approach in order not to compete for the same target among the client brands & increase quality KPIs by personalisation

• Strong focus on Paid Social and correct balance between reach / engagement optimisation

• Focus on OLV during main campaign activation

THE RESULTS

• 94% of TA was covered by the campaign;

• Total reach and impression was over delivered due high penetration on digital, optimized FRQ & CPM decrease by -51%;

• IG+FB demonstrates great results in terms of REACH;

• VTR KPIs were over delivered due to activation of relevant #STAYHOME video creative.

• IBV campaign demonstrates better result (higher VTR) with optimized CPM.

• Reach Media Banner campaign shows better CTR comparing banner creative with 1.9 % to 1.1%;.

• Social Media user’s comments mostly were positive as first time ever DORITOS meets local audience on INSTAGRAM and FACEBOOK over the using digital communication with global and local contents.