At the beginning of 2021 PepsiCo launched for sale new salty snacks in the fast-growing segment of extruders – legendary Cheetos. Yes, just legendary, because for more than 70 years they have been satisfying the desire of the world consumer in more than 40 countries to get a delicious crispy snack for the whole family. Whereas in Ukraine the level of brand awareness is rather low.
The main consumers of Cheetos in Ukraine should have become representatives of Generation Z and family adults with children.
For the adult segment of the audience traditional tools and channels of communication were chosen – TV, OLV. However, for the new generation of consumers Generation Z, these channels are ineffective.
We need to win the attention of the younger generation of consumers: those, who so to speak were born with “banner blindness”, live in a daily endless flow of information, trends, and attention to content is concentrated for no more than 10 seconds.
To attract Generation Z was necessary not only to come up with something new, but also to literally surprise this audience: with a cool format and tools involved.
Breaking into the trends of young people to involve them in the global communication of the brand “Cheetos opens – the game begins” – is our ambitious task in supporting the launch of the brand in Ukraine.
Our communication tasks were:
– to build knowledge among the young segment of the audience about the launch of the brand in the market;
– to represent the range of products and demonstrate it to the consumer.
The launch of the project was followed by several restrictions: firstly, we were limited in the budget for communication support that pushed us even more to some out of the ordinary solutions. Secondly, our communication was limited by lockdown conditions, stay-at-home lifestyle, which led us to look for new formats in the digital environment, where the clatter was growing every day.
Cheetos – it is a brand that encourages people to have fun, games and pranks. As part of this campaign, we decided to put our young people in the center of the event – representatives of Generation Z, instead of the brand. Because, they are the experts in unrestrained fun and know more about it than adults.
It remains to come up with an engaging format and inspire the audience to interact with the brand.
Of course, TikTok has become a platform for fun. Not only in terms of content format, but also in terms of the number of our young TA. According to the Global digital 2021 report ‘We are social’, the audience of 13-18 years old occupies a fifth of all TikTok users in Ukraine and has over 1 million target users.
After working through the available tools we came to the conclusion that we need something more than just informing through bloggers’ and promotional posts. Something that can get the attention of teens and viral effect launch the campaign. Such a bright brand as Cheetos needs an appropriate campaign.
We launched a challenge #cheetosfundance, announced it by the nine most relevant tiktokers to our target audience and used the paid announcement format of the TopView platform.
Developing mechanics, we had no less fun than all the participants. Each component was developed with a special mood.
Song. For the basis of the track we decided to take the famous melody from the ballet “Swan Lake” and make a hip hop remix. After all, what track could be more relevant to dance modern pa in the modern “tutu” – Cheetos pack(tutu)?
Lyrics. The call to action, the main message and the character of the brand we put in one trendy and cool song, so that everyone go fooling around and having fun with Cheetos.
We had inspired tens of thousands of people to literally dance in Cheetos packs!
Thousands of users liked our hip-hop ballet. While all of them were having a great time, our brand reached new and new heights.
In just 6 days #cheetosfundance in TikTok we received 220 million views (by the way of the month this figure had risen up to 500 million). We reached more than 4,5 million Ukrainian audiences. Dividing the total cost of preparation and implementation of the project, the cost of each user, including the target, cost us about 0,3 UAH.
As an icing on the cake was the number of user-generated content, which reached the mark of more than 12 thousand by the end of the challenge. The uniqueness of this content not only in the creative approach of the creators, but also in the comprehensive disclosure of the essence of the brand: emotions and rational preferences.
Our comprehensive approach to communication, innovative tools and simple mechanics of the challenge received a huge positive feedback from the audience. We not only talked about the new brand with this campaign, but also were able to establish closer contact with the young audience of Generation Z – to involve them in the world of the brand.
While the market is still looking at the capacity of the TikTok platform, Cheetos was able to reach a leading position in the segment in the first four months after launch. Of course, this is not the only tool used to promote, but as it turned out one of the most effective in order to organically fit the new brand into the consumer preferences of young audiences.