Cannes Lions

The Doodle Method

KASTNER , Los angeles / WISE SNACKS / 2019

Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

After more than 20 years of media silence, Cheez Doodles fell off of consumers' radars with the exception of the Boomer loyalists. Snack brands like Cheetos, Doritos, Skittles, M&Ms, and Snickers are leading the youth snacking market with serious distribution and spending upwards of $30MM+ each in media, annually (Kantar Media, 04/17).

Cheez Doodles is not only battling uphill in consumers' minds for snack brand awareness, but they also have to fight through a mess of content (both branded and unbranded). Our solution not only needed to stand out in the marketplace, it needed to stand out in culture and entertainment to drive brand awareness and affinity amongst Millenials and Gen Zers. With bite-size comedic content ruling social media among the younger demos, we created an episodic comedy series called ‘The Doodle Method.

Idea

The campaign provides a hilarious look into the world of our hero, Lindsay Conner – a New York City Life Coach who uses Wise Cheez Doodles as the tool to help her clients heal their emotional wounds and find their inner child.

The Doodle Method is a series of exercises and techniques (all of course involving Cheez Doodles) that help us to better ourselves. The secret to a happy life is to live young, and nothing takes you back to the inhibitions of your childhood like Cheez Doodles.

Strategy

In today's culture, there's serious on top of serious. We live in a world with headlines that one couldn't imagine would be real a decade ago.

When we step back from that seriousness of life, we're free to see the world the way we did when we were younger. Life was simple. Smiles were ours for the taking. These fun moments of play are what we live for, and their abrupt absence in adult life is confusing Millennials to say the least.

Eating Cheez Doodles is a fun, crunchy, and cheesy experience that takes you to another place, far from the responsibilities of adulthood, and into a more carefree time. It's your inner child to the rescue just when you need it most, the simple joys of life, and a more playful version of you.

With what's happening in the world today, everyone really needs a moment of lightheartedness…

Execution

The story of Lindsay and the The Doodle Method revolved around her trying to get her self-help book published through a personal vlog and social media.

Six three-minute episodes were posted to The Doodle Method Facebook page, which became the hub for the campaign. Lindsay herself owned the page, successfully blurring the lines between fiction and reality. Fans began to interact with Lindsay and The Doodle Method as if she and The Method actually existed in the real world.

An unpaid push activated the actors' social media accounts. Each actor crafted their own posts to draw attention to the series pushing Cheez Doodles into today's Millennial & Gen Z mindset as we intended – entertainment first, with our brand message of "Live Young" clearly communicated throughout.

Outcome

The series drove upwards of 1.3 million impressions in its first week of release, driving a video completion rate of 7.6%. Purchase intent amongst 18-35 yr olds almost doubled from before the launch of the series, moving from 11 to 20% just within a few months. Following the series, Cheez Doodles saw an increase of being “considered a modern brand” (10% lift) and “considered an innovative brand” (8% lift) within our target audience (18-35).