Doritos Jacked

Michael Willems, November 2013

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This is our story …

Fitzroy.

nlomd.com

Context

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Content Contacts

Context:

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Through a relevant story Doritos tried to provoke buzz among consumers

and make them feel Doritos brings awesome experiences…

Context: our consumers

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Target Audience: 16-24 y.o. males (and females)

Global Truth: 3 life Changing Experiences:

1. First love

2. Leaving parents’ home

3. Driving license

Insight: “Having played awesome video games all

your life, real time auto driving is boring!”

Context: our brand Doritos

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Doritos is igniting you to live life fully engaged.

Enable you to boldly push your limits with awesome products and experiences.

Doritos understands the gap between playing GTA 5 and real life driving.

It is our role to fuel live with awesome experiences.

So we trigger our consumers boldness and learn them to drive Awesome.

Content: Doritos Jacked Driving School

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Learn to drive Awesome

• 180 Parking

• Two wheels

• Looping

Content: Doritos Jacked Driving Instructor

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• Doritos Jacked Driving

Instructor: Gino Pietermaai

• 6 episodes

Contacts

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Our Strategy:

Doritos created for the 10% who are highly involvedAnd scaled to the 90% who are broadly indifferent

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First: Understand our Marketing Objectives

Most consumers are indifferent.

They buy chips … and occasionally Doritos

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Households

buying

More …

50.000

25.000

00-1x 5x 10x 20x Purchase frequencyMore …

Indifferent chips buyers – buy various brands

Involved Doritos loyalists

Note: Example only

Acquisition of new buyers is essential

Our brand growth depends on a broad number of buyers

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Households

buying

More …

50.000

25.000

00-1x 2x 3x 4x Purchase frequencyMore …

More Buyers have bigger

impact on growth!

Rather than higher loyalty

Note: Example only

Focus on Penetration rather than Frequency

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Secondly: Understand our Consumers

Consumers must be engaged,

but this does not mean they want to participate

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Consumers

More …

50.000

25.000

0Low Medium Level of Engagement

Data based, on recent activations

High

Broad Audience: Indifferent consumers

Involved Brand Enthusiasts

Note: Example only

Core target audience

Assume most people don’t care

Therefore: Massive and impactful reach matters more than participation

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Consumers

Connect with Broad Audience

92% of TA reached

Approx. 1.5 mln persons

OTS between 12 - 22

Approx. 20 mln. contacts via TV

Approx. 85 mln impressions. Online

Engage with our core TA

More than 1.050.000 video viewsMore than 2 mln minutes watched

Approx. 40% boughtApprox. 60% earned

Level of

Engagement

Enable the enthusiasts

5.000 Participants100 Winners/

Doritos Jacked Graduates2 days of awesome fun

More than 25.000 Additional Earned views

DO NOT JUST POST AND PRAYDO NOT JUST POST AND PRAYDO NOT JUST POST AND PRAYDO NOT JUST POST AND PRAY

WHO:

WHEN: First Owned, Paid then Earned

influencers

influencers

target and re-target

reach the massess

organic search for Doritos

#1, #3 and #4 in TOP YouTube

commercial Aug 2013

CONTACT:

+46%

So: Create for the highly involved, but scale to many!

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Doritos Jacked Personal Driving Experience: Video

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Context: be part of what interests your consumer

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Content:

Add value to your

consumers life

Contacts:

Create for the involved,

scale to the indifferent