Joy App NFTazos Pepsico

The Objective

Innovating on TikTok with Ruffles

'Tazos’ were brought back for this Pepsico case. They used to come within the Sabrita’s products decades ago and people would collect them. They were an important driver of loyalty and purchase frequency that PMF (Pepsico Mexican Foods) got with the promotions, but they were removed due to regulations. The brand realized that consumers wanted them back and they were expressing it through different platforms, among them TikTok, so they decided to bring them back.

As a response, inspired by the global trend of NFTs (non fungible tokens) the brand came up with the NFTazos, a digital solution. They launched a collection with 10 exclusive designs of Ruffles with Checo Pérez, inviting consumers to download the Joy App to collect them. TikTok was a good strategic partner to launch them because of its affinity with the target audience and because it provided the possibility to collaborate with creators who could promote them organically.

The Solution

From Tazos to NFTazos, Collaboration with Creators

The collectible NFTazos were available exclusively through the Joy App and they could be obtained by buying products in stores and supermarkets and then uploading the ticket or the package straps to accumulate points that could later be exchanged for NFTazos.

It all started with the idea of creating unique content with the creator PipePunk, who matched what the brand was looking for and the audiences with whom they wanted to connect. On May 7, he uploaded content showing his childhood collection of 'tazos' and announcing he would be sharing big news on his next Live.

The Live happened on May 11 and PipePunk shared nostalgic anecdotes on the collectionables, he reminisced about the pog competitions and, finally, he revealed the new NFTazos Ruffles Racing Team collection inside the Joy App, inviting his audience to download the app and register to collect their own NFTazos.

Later, on May 15, a second piece of content was posted to announce the availability of the collection in the application. They took advantage of the momentum the Ruffles brand had with its Racing Team initiative to lead the communications on the launch and to encourage consumers to collect the exclusive Checo Pérez designs, only available through the Joy App. The brand wanted to communicate closely with consumers, with a previous warmup and then with an emotional launch.

The PipePunk profile matched perfectly the tone we wanted to convey in the launch, getting closer to the consumer even more and creating an emotional connection. Additionally, his base audience shared passion points that aligned with the profile of the consumer.

TikTok had a relevant role as strategic partner right from the ideation of the campaign. The communication needs were well understood and they helped the brand come up with the collaboration with PipePunk to give life to the idea in the platform. They also made sure that they complied with the best creative practices to take as much advantage as possible of the association of the brand with the content creator.

The results

Reach New Achievements with a Good Integration

Thanks to this campaign, a more organic, 100% TikTok Native communication was achieved, which reached 5.2M views, exceeding by 70% the expected views, and over 78K interactions, all of which proved the interest we generated in the audience and the potential that NFTazos and the Joy App have as the first blockchain-based loyalty program.

Additionally, the collection of Ruffles Racing Team with Checo Pérez achieved:

- 2K NFTazos sold out in two hours

- 40K moved bags of products

- An increase of +500% in active app users

- +250% increase in the participation of loaded codes

Over 2.8M points delivered to users in the app, and, for the first time, the direct delivery to users of 30 kits with the full collection of NFTazos

With this NFTazos in Joy App campaign, they not only achieved that but also participated and won gold at the 2024 TikTok Awards in the Best Launch category.