Social and Influencer > Web Campaign
GOODBY SILVERSTEIN & PARTNERS, San Francisco / CHEETOS / 2017
Awards:
Overview
Credits
CampaignDescription
No two Cheetos® snacks are alike. They’re made in a way that results
in each one being completely unique. And every so often, they look
like something familiar. Like a seahorse. Or a cat. Or Abe Lincoln.
So we turned our cheesy snack into a piece of art.
We created the Cheetos Museum, featuring real Cheetos found by
real people that look like real things. It was the world’s first collection
of the most interesting Cheetos shapes in existence. Then we
challenged Americans to curate the exhibit by submitting the most
amazing Cheetos shapes they could find, sparking a nationwide hunt
for the uncanny works of art in every bag.
Execution
We launched with a series of online films featuring actual Cheetos®
shapes that had been found that looked like Abe Lincoln, the Statue
of Liberty, the Loch Ness Monster and more.
These films drove consumers to visit CheetosMuseum.com, where
they could explore the exhibit, vote on their favorites and submit their
own shapes to win up to $60,000.
To submit, you simply uploaded a photo of your Cheetos shape to be
framed and exhibited in the online gallery. The most unique
submissions were featured in social posts, constantly generating new
content throughout the campaign. We then collected some of the
most popular Cheetos from fans to preserve them for the exhibit.
Then we took the museum on tour, culminating in a live exhibit in
New York City’s Grand Central Station, where the best Cheetos
pieces submitted were displayed for viewing.
Outcome
The Cheetos Museum was the most engaging social media campaign
in the brand’s history.
The 14-week campaign nearly doubled business goals and resulted
in the strongest sales week in Cheetos history, and the brand’s share
of the cheese-puff market grew by 1.5 points.
The campaign generated over 23 million video views and was a
trending topic on Facebook for two days. It was featured on the Late
Show with Stephen Colbert, Jimmy Kimmel Live!, the TODAY show,
Good Morning America and in USA TODAY, garnering over 1 billion
earned-media impressions.
The site received 1.47 millions visits, 525% higher than the Cheetos
average. And 127,717 unique Cheetos were submitted—over five
times the anticipated goal.
And in an unprecedented turn of events, a Cheetos snack shaped like
Harambe the gorilla sold for $99,000 on eBay, making our cheesy
snack worth as much as an actual piece of art by Banksy.
Strategy
Our audience was Millennial parents with children who are 8 to 12
years old. Seventy percent of these adults wish they had more time to
play with their kids (source: Let’s Play survey, 2015). So we thought
there was an opportunity to help them play with their food.
The museum fit perfectly with the Cheetos® brand’s mischievous
personality. Much like how the artist Marcel Duchamp turned
everyday objects into works of art, we elevated a cheesy snack to a
masterpiece. Imagine a snack-food company encouraging customers
to take a deeper look at their product, and even preserve it.
The museum was curated in real time online, ensuring that anyone in
the country could participate. The campaign appeared in places
where we knew our audience went for entertainment “snack breaks”:
Facebook, Instagram, Twitter and YouTube.
Synopsis
At the start of 2016, Cheetos® was a category leader but faced
pressure and needed to find new ways to grow. Our challenge was to
unlock an entirely new reason for people to buy the product again.
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