Doritos Jacked Michael Willems, November 2013
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Doritos Jacked
Michael Willems, November 2013
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This is our story …
Fitzroy.
nlomd.com
Context
4
Content Contacts
Context:
5
Through a relevant story Doritos tried to provoke buzz among consumers
and make them feel Doritos brings awesome experiences…
Context: our consumers
6
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
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