Doritos TikTok Music

The Objective

Doritos' Brand with a Multi-Stage Musical Campaign on TikTok

Music has always been at the core of Doritos. However, in past campaigns, the brand’s strategy focused mainly on activations within music festivals. They noticed that this approach might be oversaturating the audience. So, in November 2023, Doritos decided to take a bold turn in its strategy, dividing the experience into three stages: Pre-Festival, Festival, and Post-Festival.

In January 2024, they launched the “Pre-Festival” phase, where they held both in-person and digital activities to intertwine music with their brand equity campaign, “Fallar Es De Valientes.” Doritos sought out brave individuals willing to find their match on TikTok, hosting the first-ever live event with consumers directly from the Doritos account. Additionally, they created a festival playlist on TikTok Music and offered free memberships, promoted by content creators, to drive traffic to TikTok Music. This ensured a 360° strategy on TikTok and resulted in high brand reach..

The Solution

Implementing High-Impact Solutions on TikTok

Doritos leveraged high-reach formats and interactive solutions to engage its target audience. The campaign included In-Feed Ads and TopView. Complementing the strategy on TikTok, a festival playlist was created on TikTok Music, boosting pre-event engagement. Doritos was the first brand to offer free TikTok Music memberships, promoting them through content creators, which contributed to a significant increase in interactions.

The campaign targeted Gen Z, a target deeply passionate about music. With a high percentage of TikTok users belonging to Gen Z, TikTok was the ideal partner for precise targeting.

To amplify the activation, creators were identified with the help of TikTok Creative Exchange (TTCX), where TikTok’s creative products team connects brands with partners specializing in creator selection. Creative partner Influur handled this selection, considering various communities within the Gen Z audience to ensure maximum coverage of creator profiles.

The Results

Achieving Unprecedented Engagement and Reach

The campaign, running from February to March 2024, generated impressive results:

• Over 12,000 uses of the hashtag #FailingIsForTheBrave in live events

• Significant increase in users on TikTok Music

• High levels of engagement, with numerous likes and interactions during the live events

• Doritos' innovative approach and strategic use of TikTok's resources resulted in unprecedented engagement and reach, ensuring a remarkable increase in interactions and solidifying the brand's connection with Gen Z.

This case was also showcased at TikTok Creative Fest 2024, the largest event by TikTok For Business Mexico, now in its second consecutive year. It was featured in one of the talks titled 'Ahora Suena: TikTok Music'.

Source: Doritos Internal Data & TikTok Internal Data