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 being the star brand and pioneer in digital we decided to develop a mobile-first (only vertical) campaign with Facebook.

In order to encourage youth with #bicesaret (#littlecourage) to follow their dreams, we promised to communicate their dreams to millions through the ad spend to be made by Doritos for them to gain support and collect the fund they need!

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

We worked in partnership with Facebook throughout the entire campaign process to answer all those questions. Since Facebook is a significant community platform that young people spend a lot of time, we accessed deep insights in relation to young people and have analyzed the behaviors of youth in a much more detail.

We allocated all of our social media communication budget during the campaign period to announcing the projects uploaded to Fongogo.

But still we knew that the young people not only need support but also encouragement to feel hope for the future. We created the phrase "#bicesaret" (#littlecourage) where we 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 struggle 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 filmed an inspiring manifest video, mobile first (vertical), all with 16mm camera. We had 2 objectives; encouraging youth to be BOLD and follow their dreams and to introduce crowdfunding where dreams can come true. We used jump cuts to reflect young people’s dynamism and synchronized with their heart beat.

Launched our campaign in 27 Dec, 2019. Has 15,30,60’’ versions followed with shorter cuts of 7-8’’.

In the second phase, we partnered with 2 spokespersons who started their journeys with crowd funding. Under our #bicesaret (#littlecourage) platform they told their stories and invite others to do the same.

All videos’ traffic is directed to Fongogo where projects are submitted to find funding.

In the final third phase, we invested out social media support budget to communicate the projects to millions We created assets for each and every projects and develop call to actions videos to ask for support.

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

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

• 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