‘Bold’ social campaigns secured a large ROI for Doritos
Since 2012, Doritos communications had been synonymous with their Mexican Mariachi band and celebrated strapline ‘for fun add a little mexican’. However, evidence showed that whilst this positioning was appealing to a broad audience base, the brand was losing relevancy with a younger audience. Key brand measures such as ‘cool brand’ and ‘fun to eat’ were stagnant. It was time to wave adios to the brand’s Mexican friends.
For 2015, Doritos looked to take their brand in a direction that would re-engage millennial audiences. The ‘for the bold’ positioning intended to inspire the British public to live-for-the-moment, building relevancy for Doritos around ‘fun times together’ and bringing Doritos directly, and frequently, into consumers newsfeeds.
Jaywing understood that to communicate with credibility to a millennial audience, they couldn’t just say Doritos was bold – they had to prove it. The challenge was to demonstrate through social that Doritos could be the spark to bring out consumers inner bold!
Jaywing has helped to focus the brand’s ‘for the bold’ messaging and social strategy incorporating socially driven campaigns including Doritos Roulette and Bold Advent, in addition to always-on activity to achieve cut-through across multiple platforms to their key 16-24 year old target audience.
Using innovative creative formats such as cinemagraphs, vine magic and 3D GIFs also enabled Doritos to demonstrate an ability to adopt the latest creative formats to engage with their core target audience.
Jaywing’s always-on social content and campaigns resulted in:
- Moving up 59 places to 5 in The Grocer’s Top 100 on social media
- Digital ROI increase of 535 per cent YOY
This digital activity also supported the brand as it grew by 7 per cent £RSV in 2015 vs. 2014 (Nielson year ending 26th December 2015).