The aim of this project is to turn Turkish youth’s despair into hope via communicating their dream projects to millions using Doritos brand and media power.

We gathered many parties together for one purpose. We partnered w Facebook, the channel to reach millions, partnered with Fongogo, leading crowd funding platform in Turkey. We made a deal with two spokespersons, who brought their dreams to life via crowd funding: Nisan Ak (conductor raised a fund to study in the US ) & Barkin Laçin Özdemir (youngest Turk nomade stepped onto all continents), they shared their own bold stories to inspire youth.

Turkish youth is ranked #1 for stress among all countries in the world (Facebook Youth Index,2019); The main reason: economic problems causing them to worry about their future.

Doritos, on the other hand, is the leader “youth’s love brand” in the Turkish market with a BOLD image. We are the brand encouraging our young audience to be BOLD, to take action and to live life to the fullest. However, this was not enough. We needed to do something!

Instead of “SAYING” Be Bold, we needed to “HELP” them BE BOLD so they could follow their dreams.

Although crowd funding is a popular tool around the world, it has very low level of awareness in Turkey. Therefore, we partnered with Facebook and Fongogo; a leading crowd funding platform in Turkey and started the journey of calling our audience to share their dream projects.

Doritos encourages our consumers with #bicesaret (#littlecourage) to follow their dreams and to persue their goals by communucating their dreams to millons and gain support!

We decided to "encourage the young people to follow their dreams". Our goal was to provide some relief for the young people's feelings of despair, concerns for future and introduce them the concept of crowdfunding which is known by very few people.

But first, we had to answer some questions. Is it that powerful? How does it work? How do I impress my audience? Who in the world would support me? How do I get to that many people?

We needed our trusted partners to spread awareness, create excitement and be the idols for crowdfunding to answers all those questions that young people have in mind.

Based on the fact that what the young people not only need encouragement but also support to feel hope for the future. We created the phrase "#bicesaret" (#littlecourage) where we, and our spokesperson influencers, ask them to be bold and share their dreams but also ensuring them Doritos will be here to support!

The role of the brand is to ignite the Boldness within everyone and try to find the fund they need with them, using both our brand power and purchasing power.

We provide them the financial and emotional support they needed by not “giving” the money they need, like most will do, but by being the “supporter” to collect the fund they are looking for by impressing the audience with their projects.

We decided to encourage Turkish youth by getting their projects noticed by millions. So our social media accounts with 27 million reach became a medium for projects to be heard by people. Instead of marketing posts, their projects took over our social media accounts and became our only content for two and a half months.

First, we filmed an inspirational manifesto to engage and encourage the young people by introducing them the concept of crowdfunding.

In the second phase through our spokespersons Nisan Ak and Barkin Özdemir, we inspired and told them: they need #bicesaret (#littlecourage) and invited youth to submit their own bold projects also showing them how to do it.

In the third phase, We presented and promoted on social media the stories of the young people who made an application to Fongogo during our campaign, by delivering them to the maximum number of people to gather funds.

• 27,4 million reach with projects, 95% of our target audience

• 74% increase in crowdfunding awareness during the 2 months of our campaign

• Printed coverage reached 2,5 million, online coverage; worth of 400 million TL

• In 2 months we collected 235K TL fund for projects

• Crowd funding platform Fongogo visitors increased to 57 million, submitted projects are 7 times vs last year

• Copy ad recall lift 38% above sector average & Target audience associalting our brand with “courage” increased to 93% above cat.average (Facebook Brand Effect, March’20)

• Market share increased to +2 pts @72% (within tortilla chips category) in 2020 Q1 vs previous period

• Selected as “Facebook Spotlight Project”by global Facebook Jury as TR’s first spotlight among other FMCG brands