Today Brazil is an online power: 80m Brazilians are online. On Facebook, we are already 45m users, of which 33% are between 18 and 24 years old. Monthly, we share more than 160m stories on the social network, update our status almost 340m times and click on 1.6bn likes. Twitter is like a secondary screen, covering the most relevant facts of the world, often with a humorous twist. According to Forrester Research, today internet consumption in Brazil far surpass all forms of traditional media, with people spending 3 times more hours online than watching television, for example.

Making a difference in this scenario is not an easy task. Despite the number of users, people’s criteria have become more acute and there’s a growing demand for quality content. People don’t just want a story to share: they want to share their own stories. In this oversupplied branded content scenario, there’s a challenge to be authentic and to generate a true connection with people, being part of their stories.

Fun among friends is the basis for the Doritos positioning in Brazil. With that in mind, we wanted to provide a fun experience that required little time from the participants and to take on the challenge of turning minimum participation into something greater. So we created a collaborative stories contest on Facebook.Through an app, people could post the beginning of a story and call upon their friends to continue it. Every day, the most 'liked' story was turned into an animated storyboard overnight. In the final phase, the audience voted for the best storyboard to become an animated short.

-The action launched the brand’s fan page and attracted 70,000 new fans.

-4,422 stories were created with participation from 16,587 friends.

-The brand had a 19% increase in net sales and a 65% increase in net profit.