Advertiser: DoritosAgency: Goodby Silverstein & PartnersCountry: USA
Objectives
There were no specific KPIs to work with in this case. Doritos® had no previous record of working with the LGBT community. However, we had three general principles to work with:
- We needed to generate widespread conversation and support for LGBT youth as measured through PR impressions and social engagement. Note: we did not need to “increase brand awareness”—at 91 percent, Doritos had plenty of aided awareness already.
- We wanted to make a real contribution to LGBT rights, not just another GIF, shareable media moment or Pride...