THE CHALLENGE
As the digital agency, our assignment was to create communications that help to grow the Tostitos brand and market share by expanding consumer consideration for Tostitos beyond large social gatherings. To do this, we need the Target (“the social seeker”) to consider Tostitos instead of other salty snacks/crackers/popcorn Additionally, we needed to establish a more emotional connection to the consumer by looking beyond functional communications (ie recipes) and create moments that resonate.
THE INSIGHT
Consumers strongly indicated that “Tostitos are good for dipping.” So…. dips are our Superpower! And wouldn’t you know it, Tostitos has their own line of dips that perfectly accompany our salty crunch. So if we want to resonate with consumers in ways that are authentic and drive consideration, the strategy was to focus on stories that pair chips with dip, in ways that go beyond the large gathering.
THE SOLUTION
We set out to create social and digital content for the three primary selling seasons for the brand: SuperBowl, Summer and Holiday. A range of content tailored to each platform was written and produced for each window to share contextually relevant stories throughout the year.
THE RESULTS
5.3 MM
CANADIANS REACHED
3PT
INCREASE IN RECALL
48%
LIFT IN ENGAGEMENT
91%
YOUTUBE COMPLETION RATE
2.3PT
GROWTH IN SHARE
'Rain' 0:30s Spot
Instagram Stories 6 Second Spots
