In-House Excellence Winner (2023): Frito-Lay - "Cheetos Reaper"
In 2022, Cheetos looked to excite the next generation of Walmart shoppers. Knowing the multicultural Gen Z audience is drawn to hot flavors, Cheetos introduced their hottest flavor to date – Cheetos Flamin’ Hot Sweet Carolina Reaper (yes, as in the world’s hottest pepper).
In a fiery move to captivate the taste buds of Generation Z, Cheetos orchestrated a blazing social media campaign, unleashing its hottest flavor, the Flamin' Hot Sweet Carolina Reaper, exclusively at Walmart. Leveraging TikTok's vibrant user base, Cheetos invited fans to showcase their most dramatic reactions under the #CheetosReaperReactions hashtag, with the promise that Chester Cheetah himself might stitch their videos. This unique approach set the stage for a memorable campaign that not only sold out products in over 3,100 Walmart stores but also ignited a staggering 9.7 billion video views and a 22 percent ad recall—seven times the industry benchmark.
Key Takeaways:
Strategic TikTok Integration: Recognizing TikTok as the go-to platform for expressive reactions, Cheetos strategically inserted itself into the conversation by encouraging users to share their over-the-top responses to the new flavor. Leveraging TikTok's features like stitches and duets, the campaign resonated authentically with the platform's user behavior.
Chester Cheetah's Directorial Debut: The introduction of Chester Cheetah as the judge and director added a playful and interactive element. By evaluating and scoring user reactions, Chester Cheetah brought a charismatic touch, engaging TikTokers in a fun and unique way. Custom bags featuring users' faces added an extra layer of creativity.
Stellar Engagement and Results: The campaign's impact was nothing short of spectacular, with sold-out products, a 25 percent awareness lift, and impressive engagement metrics. Over 2 million video creations, 9.7 billion views, and a 22 percent ad recall showcased the campaign's resonance and effectiveness in reaching and captivating the target audience.
Discover the full 2023 ANA In-House Excellence Award winners gallery here.
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