Doritos Flamin'Hot
How to build awareness and purchase intent with TikTok and prove the impact with a brand lift study.
The Objective
PepsiCo wanted to turn up the heat with the launch of its new Extra Flamin' Hot snack range to make a significant impact in the highly competitive snack market. The primary objective was to showcase the unique and intense flavour of Doritos Flamin' Hot and differentiate it from other products on the market. PepsiCo's challenge was to not only tell people about the product, but to show them how the new flavour stood out.
The brand identified TikTok as the ideal platform to do this, and leveraged the power of the platform to help audiences discover the new Doritos flavour. This approach was designed to drive product awareness and purchase intent, particularly among Gen Z consumers who have shown a growing preference for spicier snacks.
The Solution
PepsiCo's Flamin' Hot campaign successfully drives significant and positive results across the funnel. To maximise awareness and engagement for the launch of Extra Flamin' Hot, PepsiCo adopted a multi-faceted strategy focused on the following key components:
1. Branded video campaign: Leveraging TikTok's solutions such as InFeed ads, PepsiCo created a series of compelling branded videos specifically designed to capture audience attention on TikTok. These videos showcased the intense flavour and bold personality of the Flamin' Hot range, using infectious music, vibrant visuals and engaging storytelling to leave a lasting impression.
2. Performance measurement approach: PepsiCo strategically used Brand Lift Study to measure the campaign's impact on key metrics such as ad recall, brand awareness and purchase intent. This data-driven approach allowed the brand to refine its strategy to ensure maximum effectiveness on brand KPIs.
The Results
The campaign showed all positive and significant increases in the branding metrics analysed:
Ad Recall: Increased by 7.0%, exceeding the global norm. This metric highlights the strong resonance of the campaign's creative with the target audience.
Brand Awareness: increased by 3.8%, well above the global norm. This demonstrates the campaign's success in increasing product visibility and awareness within the TikTok community.
Purchase Intent: Experienced a significant increase of 4.1%. This indicates a significant impact on consumer behaviour, translating awareness into a tangible desire to purchase the new product.
