How Twitter and a Baby Dragon Helped Sell £3 Million Worth of Doritos in the UK | Sponsored Content - eMarketer
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How Twitter and a Baby Dragon Helped Sell £3 Million Worth of Doritos in the UK | Sponsored Content

Brand saw double-digit value growth across its entire product portfolio

October 18, 2017 | CPG

This post was contributed and sponsored by Twitter.

Earlier this year, the Doritos UK team turned to Twitter to target consumers aged 16 to 30—an audience that “leans in” to the platform, and taps into culture by interacting with brands and celebrities. The snack brand leveraged Twitter’s range of video and creative formats, including branded emojis, GIFs, and conversational video, to rethink how to engage its audience in compelling ways and to introduce Heatburst.

“We worked with Twitter to drive real-time conversation with #HeatWillCome on the launch of our new campaign fronted by Baby Dragon,” said Zoe Plummer, digital lead for Doritos UK. “Partnering with them at an early stage enabled us to really bring the campaign to life on the platform, making the most of all the different native functionalities and formats available. The campaign has performed exceptionally well and has been held up within PepsiCo as best in class.”

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The snack brand’s Heatburst TV and social campaign centered around Baby Dragon and the hashtags #HeatWillCome and #BabyDragon. In a series of fun, quirky videos, the animated character innocently ignited virtually everything around him, including a movie theater and a miniature golf course.

Key Results of the Campaign

  • £3 million of Doritos Heatburst sold in the UK in first three months
  • 2x value growth across the Doritos brand portfolio

As awareness of the Heatburst line grew, so did Baby Dragon’s fiery personality on Twitter. He became a character in his own right, inserting himself into current events and pop-culture moments to keep the new flavors, and the Doritos brand, top of mind. Whenever Baby Dragon popped up in the Twitter timeline, there was an element of discovery and shareable content for fans. In one example, Ed Sheeran got a shout-out from Baby Dragon after he sang about Doritos and wine in his hit “Galway Girl.”

Mitali Hobbs and Elizabeth Mansfield, Twitter

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