In the upcoming months, mass consumption products in Argentina were expected to undergo a significant transformation in their marketing, communication, and advertising approaches due to the implementation of Law 27,642, also known as "The Frontal Labeling Law," which promotes healthy eating.

As a result of this new regulation, all brands were required to modify their packaging, with the biggest impact being on products targeting young consumers.

This is because the law prohibits the use of specific concepts and elements that appeal to children, such as illustrations, animated characters, and athletes.

In the case of Cheetos, this meant that their beloved mascot, Chester, had to be removed.

Chester vanished overnight, leaving everyone bewildered. A sense of unease prompted us to initiate a search campaign, utilizing both digital and offline channels, to locate him. The hashtag #DondeEstaChester(#WhereIsChester)? went viral as we scrambled to uncover his whereabouts.

After an exhaustive search, Chester surfaced and shared his location in a live-streamed conference. It turned out that he had been planning to depart from his packaging to join the metaverse, but it was impossible to do so while still confined to the package.

Now, Chester has found a new home outside the packaging, as a cutting-edge NFT, perfectly suited to his animated and colorful furry personality.

The strategy was based on gathering data and insights to understand the target audience, which consisted of kids and their parents who had good memories of Chester from their childhoods. The campaign aimed to leverage these positive associations and create a sense of nostalgia and excitement around the brand.

The approach involved a multi-channel campaign, using both organic and paid social media, influencers, and an augmented reality filter to engage with the audience and drive awareness. The use of hashtags, such as #WhereIsChester and #ChesterDrop, helped to create a sense of community and encourage user-generated content.

The campaign also utilized a range of partnerships, such as with Argentine streamer and influencer Luquitas Rodriguez, to reach a wider audience and increase the campaign's impact.

Overall, the strategy was successful in driving high levels of engagement and awareness, with impressive results in terms of impressions, reach, and interactions across all channels.

The campaign was an immersive 360-degree experience that brought Cheetos' iconic mascot to life in a search for his whereabouts. With the help of influencers, media, and digital advertising across various platforms, Chester was eventually found on a Twitch stream with Argentinean influencer, Luquitas Rodriguez. An AR filter created by Meta allowed viewers to see Chester's new home.

Then, the campaign launched 1986 unique Chester NFTs in four categories, inspired by Chester's year of birth. Designed by Mr. Farkas, these NFTs were redeemable on a dedicated landing page and featured on the OpenSea channel.

The campaign was also integrated into e-commerce and in-store displays with exclusive discounts and new packaging featuring the updated Cheetos logo. A launch event was organized to spread awareness, inviting renowned influencers and journalists. Thanks to this initiative, Chester may no longer be in the pack, but he remains with us forever as 1986 NFTS.

The campaign had a significant impact on both business and consumer behavior. On Instagram, the social media campaign generated 98,928 organic impressions and reached 80,000 users, while the paid media resulted in 42 million impressions and 12.7 million reach on Facebook and Instagram, 20 million impressions and 7 million reach on TikTok, and 359,000 impressions and 276,000 reach on Twitch.

The influence of the campaign extended with over 2.6 million users reached, 199,093 interactions, and a 28% average engagement rate generated by influencers. Furthermore, the Chester NFT collection generated substantial interest, with 1,986 NFTs visible on the dedicated landing page, resulting in increased site traffic and sales.

Overall, the campaign achieved its objectives by improving brand awareness and perception with 0.4 points of share won, especially among younger audiences, resulting in increased sales and revenue for Cheetos. The successful activation of influencers played a crucial role in the campaign's success.