Cheetos Film, Digital, Case study Cheetos Museum [image] by Goodby Silverstein & Partners San Francisco

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Cheetos Museum [image]

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Industry Snacks
Media Film, Digital, Interactive & Mobile, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Chief Creative Officer Margaret Johnson
Associate Creative Director Kristin Graham
Creative Director Will Elliott, Patrick Knowlton, Jon Wolanske
Art Director Kyle Lamb
Copywriter Kurt Mills
Photographer Quinn Gravier
Production Caviar
Released October 2016


Cannes Lions 2017
PR Digital & Social: Co-Creation & User Generated Content Gold Lion
Promo And Activation Digital & Social: Co-Creation & User Generated Content Gold Lion
PR Sectors: Food & Drinks Gold Lion
Cyber Social: Co-Creation & User Generated Content Gold Lion
Integrated - Silver Lion
Cyber Web Campaign: Food & Drinks Silver Lion

Credits & Description

Title: Cheetos Museum
Agency: Goodby Silverstein & Partners
Brand: Cheetos
Country: USA
Entrant Company: Goodby Silverstein & Partners, San Francisco
Advertising Agency: Goodby Silverstein & Partners, San Francisco
Media Agency: Omd Usa, New York
Pr Agency: Ketchum, San Francisco / The Marketing Arm, Los Angeles
Production Company: One Union Recording, San Francisco / Caviar, Los Angeles / Company 3, Santa Monica / Whitehouse Post, Santa Monica
Co-Chairman: Jeff Goodby (Goodby Silverstein & Partners)
Co-Chairman: Rich Silverstein (Goodby Silverstein & Partners)
Chief Creative Officer: Margaret Johnson (Goodby Silverstein & Partners)
Creative Director: Jon Wolanske (Goodby Silverstein & Partners)
Executive Broadcast Producer: Hilary Coate (Goodby Silverstein & Partners)
Managing Partner: Brian Mcpherson (Goodby Silverstein & Partners)
Group Account Director: Meredith Williams (Goodby Silverstein & Partners)
Brand Strategy Director: Ralph Paone (Goodby Silverstein & Partners)
Copywriter: Kurt Mills (Goodby Silverstein & Partners)
Photographer/Retoucher: Quinn Gravier (Goodby Silverstein & Partners)
Business Affairs Manager: Heidi Killeen (Goodby Silverstein & Partners)
Svp And Chief Marketing Officer: Jennifer Saenz (Cheetos - Frito Lay North America)
Vp Marketing: Jeannie Cho (Cheetos - Frito Lay North America)
Sr. Director Of Marketing: Ryan Matiyow (Cheetos - Frito Lay North America)
Director Of Marketing: Pat Otoole (Frito-Lay North America)
Marketing Manager: Rob Zmitrewicz (Frito-Lay North America)
Director Of Communications: Kimberly Scott (Frito-Lay North America)
Creative Director: Will Elliott (Goodby Silverstein & Partners)
Creative Director: Patrick Knowlton (Goodby Silverstein & Partners)
Associate Creative Director: Kristin Graham (Goodby Silverstein & Partners)
Art Director: Kyle Lamb (Goodby Silverstein & Partners)
Broadcast Producer: Stephanie Denatale (Goodby Silverstein & Partners)
Account Manager: Katie Lancaster (Goodby Silverstein & Partners)
Account Manager: Kieren Fickenscher (Goodby Silverstein & Partners)
Assistant Account Manager: Jacob Stitzel (Goodby Silverstein & Partners)
Community Manager: Trella Rath (Goodby Silverstein & Partners)
Vp Account Director: Susan Oleary (The Marketing Arm)
Svp Integrated Brand Marketing: Courtney Perry (Ketchum Pr)
Group Account Director: Jenny Hermanson (Omd)
Vp Director: Bettina Garibaldi (Ketchum Pr)
Managing Account Supervisor: Andrea Betts (Ketchum Pr)
At the start of 2016, Cheetos® was a category leader but facedpressure and needed to find new ways to grow. Our challenge was tounlock an entirely new reason for people to buy the product again.
Our audience was Millennial parents with children who are 8 to 12years old. Seventy percent of these adults wish they had more time toplay with their kids (source: Let’s Play survey, 2015). So we thoughtthere was an opportunity to help them play with their food.The museum fit perfectly with the Cheetos® brand’s mischievouspersonality. Much like how the artist Marcel Duchamp turnedeveryday objects into works of art, we elevated a cheesy snack to amasterpiece. Imagine a snack-food company encouraging customersto take a deeper look at their product, and even preserve it.The museum was curated in real time online, ensuring that anyone inthe country could participate. The campaign appeared in placeswhere we knew our audience went for entertainment “snack breaks”:Facebook, Instagram, Twitter and YouTube.
We launched with a series of online films featuring actual Cheetos®shapes that had been found that looked like Abe Lincoln, the Statueof Liberty, the Loch Ness Monster and more.These films drove consumers to visit, wherethey could explore the exhibit and submit their own shapes to win upto $60,000.To submit, you simply uploaded a photo of your Cheetos shape to beframed and exhibited in the online gallery. Fans were then invited toshare their submissions with their social networks and vote on theirfavorite shapes.The most unique submissions were featured in social posts,constantly generating new content throughout the campaign. We thencollected some of the most popular Cheetos from fans to showcase inactual galleries, including a live exhibit in New York City’s GrandCentral Station.
The Cheetos Museum was the most engaging social media campaignin the brand’s history.The 14-week campaign nearly doubled business goals and resultedin the strongest sales week in Cheetos history, and the brand’s shareof the cheese-puff market grew by 1.5 points.The campaign generated over 23 million video views and was atrending topic on Facebook for two consecutive days. It was featuredon the Late Show with Stephen Colbert, Jimmy Kimmel Live!, theTODAY show, Good Morning America and in USA TODAY, garneringover 1 billion earned-media impressions.The site received 1.47 millions visits, 525% higher than the Cheetosaverage. And 127,717 unique Cheetos were submitted—over fivetimes the anticipated goal.And in an unprecedented turn of events, a Cheetos snack shaped likeHarambe the gorilla sold for $99,000 on eBay, making our cheesysnack worth as much as an actual piece of art by Banksy.
Campaign Description:
No two Cheetos® snacks are alike. They’re made in a way that resultsin each one being completely unique. And every so often, they looklike something familiar. Like a seahorse. Or a cat. Or Abe Lincoln.So we turned our cheesy snack into a piece of art.We created the Cheetos Museum, featuring real Cheetos found byreal people that look like real things. It was the world’s first collectionof the most interesting Cheetos shapes in existence. Then wechallenged Americans to curate the exhibit by submitting the mostamazing Cheetos shapes they could find, sparking a nationwide huntfor the uncanny works of art in every bag.