Become the Doritos Guru
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | January 2009-June 2009 |
Start of Advertising/Communication Effort: | February 4, 2009 |
Base Period for Comparison: | January – December 2008 |
a) Synopsis of the Case
We set out to create Canadian marketing history and ended up with the most successful user-generated campaign in the world. This was accomplished through three strategic decisions: (1) Shifting from “push” to engagement in a way that was accessible to our entire target group and not just a select few. (2) Segmenting our target based on engagement data and enabling each segment to play its key...