Cannes Lions
DAY ONE AGENCY, New York / CHIPOTLE / 2020
Overview
Entries
Credits
Background
Our goal in 2019 was simple: Reach the digitally savvy and food-delivery-obsessed Gen Z target audience to drive brand engagement and digital sales.
The best way to do that in 2019 was through TikTok. Formerly known as Musical.ly in the U.S., the app had skyrocketed to the top of the download charts, primarily driven by fanatic Gen Z users.
While most brands were in wait and see mode, Chipotle launched a presence on TikTok and a hashtag challenge. Because we were one of the first brands on the platform, we needed to show up in a way that would feel organic and go beyond a one-off. So we launched The Summer of TikTok, a series of big moments to engage GenZ on TikTok while they were home for the summer.
Idea
To take over TikTok for the summer, we planned two tentpole campaigns and posted dozens of videos to our own TikTok channel.
We kicked off the summer with “The Lid Flip Challenge” which originated with a Chipotle staffer catching the attention of burrito fans after perfecting the move while assembling burrito bowls for customers. To participate, fans simply had to buy a Chipotle burrito bowl and grab their phone to record their lid flip. The result was our top digital sales day of all time.
The second Challenge, for National Avocado Day, asked guac fans to put their own spin on Dr. Jean’s viral “Guac Dance.” We seeded the #GuacDance Challenge on TikTok with creators including Brent Rivera and Loren Grey, and set another record digital sales day, with the highest performing branded challenge on TikTok in the U.S.
Strategy
Chipotle is focused on building brand love among GenZ customers aged 16-34. Our research showed that more than 50% of GenZ consumers were on TikTok, yet weren’t being served brand content on the platform. Our opportunity was to show up in a natural way and become a central player in a growing community.
Chipotle partnered with TikTok to create two mass awareness hashtag challenges, but didn’t force fit a brand message. Instead, we used social listening to find existing conversations to amplify. The Lid Flip was inspired by an employee video that went viral earlier in the year, and the Guac Dance was inspired by a resurgent internet meme.
We also went beyond a one and done activation. Throughout the summer, we created dozens of organic videos, partnered with creators, and actively responded in the comments.
Execution
To execute creative on this emerging platform, we assembled a nimble team of creatives and held daily editorial meetings to ensure that our content was consistent, on time and on brand.
Chipotle partnered closely with TikTok to amplify our two summer hashtag challenges, and optimized campaign assets in real time based on consumer feedback.
Over a three-month period, Chipotle became a fixture of the TikTok community, reaching billions of users and inspiring over one million user-generated videos about the brand.
Outcome
Chipotle used TikTok to drive two of the top digital sales days in brand history
The brand grew affinity among GenZ customers by double digits
One million GenZ TikTokers posted about Chipotle
Chipotle became the most followed non-media brand on TikTok by Fall of 2019
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