We decided to "encourage the young people to realize their dreams". Our goal was to provide some relief for the young people's feelings of despair to some extent by introducing them to the concept of crowdfunding, and ensuring that their dreams, presented boldly by them, would be seen by millions through ad spend made by Doritos. Thus, we could provide them with the financial and emotional support they needed.

We invested our digital media support budget to communicate the projects to millions (27,4 million) of people, and 95% of our target audience. We created assets for each and every project

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.

As "lovemark" of the chips category, (Source: Mediacat Lovemark research, 2017)

Doritos was a very strong brand ranked in the first place with brand favorability and "brand love" scores. (Source: BMS 2019 Full Year Report, Kantar, December 2019) Over the years, it has become the most consumed snack brand in Turkey by going beyond the chips category (Source: Nielsen, full year 2019, tonnage- and turnover-based results).

But it wasn’t enough.. Doritos needed to reach out the core consumers and target audience to establish a new bond through “boldness” communication to become the brand that supports them and provide the spark they need as not only as “a usual chips brand” but also “a motivator friend of theirs”.

In research done by Facebook with young people aged between 15 and 25, young people in Turkey deal with a lot more stress than their peers in Europe. 72% of young people in Turkey stated that life was very stressful and it was the highest rank in the world. (Source: Facebook Youth Index, Turkey,2019)

When we reviewed the literature, we saw that the research on young people’s dreams in Turkey supported our findings. 49% of those who took part in the research said that they needed money to pursue their dreams. (Futurebright, Dream Map and Entrepreneurial DNA Research, 2016).

In brief, young people considered the financial inability as the most significant barrier against realizing their dreams. In fact, crowdfunding, which is quite popular worldwide and is mostly used to fund the projects, was just the tool that could be used to provide the financial support needed by

Since above everything else, young people need a spark, motivation or a moment of boldness, we decided to define a phrase to make them take action and use it as the focus of the campaign. We created the phrase "#bicesaret" (#littlecourage) by using the boldness at the core of the Doritos brand in a way to make them take action and feel motivated.

We promised the young people that we would present their projects to millions in return for acting boldly by sharing their dreams.

We collaborated with Fongogo, one of the leading platforms in Turkey, on crowdfunding. And we decided to allocate all of our digital communication budget during the campaign period to announcing the projects uploaded to Fongogo by the young people.

• 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

• 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)

• Significant visibility of our campaign in 18-24 age group, they feel attached to Doritos brand 90% (Communication Tracking, Ipsos, Jan’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