2016 Winners & Shortlists

Brief Explanation

A year of stagnating growth pointed to a persistent dip in brand performance. With the launch of 3 new flavors, we needed to reignite an established but declining brand in an overcrowded category that’s seen it all, done it all. Objectives: 1. Social: Exceed average engagement rate (AER) benchmark of 0.2% on Facebook, and exceed 3% AER benchmark on Twitter. 2. Business objective: Increase total volume of Cheetos by 5% (over previous year) in KSA 3. Brand Objective: The 3 new flavors to deliver 450 tons in KSA by December 2015

Results and Effectiveness

We ended with 12 comic strips telling the tales of Chester’s bizarre adventures. Against our Social Objectives we achieved: - Over 12.3 million video views, with an outstanding view-thru rate of 27.87% on YouTube against benchmark of 17% - Reached 65% of target audience on Facebook (Males 15- 19) due to shareable nature of our content - Exceeded Facebook AER goals with 3.05% - well above benchmark of 0.2% - Staggering Twitter AER of 11.7% against benchmark of 1-3% - Over 1.1 million people voted and engaged with Cheetos across all social media platforms. (Sources: Facebook, Twitter, YouTube Analytics)

Creative Execution

We endeavored to create an entire comic book of Chester travelling across the world, investigating different legends about spices on his quest. Chester announced his travel plans on social media to investigate three legends: a Mexican spice so hot that everyone’s lips swelled up; an Indian spice so hot that snake charmers would accidently blow fire; and a Thai spice so hot that a lizard turned into a dragon! Videos launched each legend, leading audiences to continue the story on social media, coming together to narrate what comes next through choosing options we posted or submitting their own plot twists.

Insights, Strategy and the Idea

Our target audience is attitudinally defined as Playful People. Demographically, they’re millennials who enjoy snacking. Snacking is when they find a release from everyday chores and lighten up. These are the moments of shared escape from responsibility, ready to embrace a little mischief. Cheetos facilitates these occasions. It’s a youthful, fun brand that liberates playful family mischief. They love interacting with Chester on social media: their responses are witty, engaging they would normally with their friends. We realized they saw Chester as a friend and go along with everything he says or does. Our campaign had to be socially-led.