“Fans were encouraged to look for
triangles, literally everywhere,” says
Weinstein, who also is author of “The
Power of Scarcity: Leveraging Urgency and
Demand to Influence Customer Decisions.”
By incorporating Snapchat, TikTok and
Fortnite, the Frito-Lay North America
marketing team was able to capture the
attention of a younger demographic,
the market segment it targeted with the
campaign. Along with helping fans turn
Doritos into a code to win prizes, there
was a weekly TikTok challenge where
participants had a chance to win money.
The added touch was the entry into the
Fornite world, where Triangle Island
delivered a twist to three mini-games:
Nacho Usual Spleef, Spicy Sweet Chiliwars
and Crash Course Deathrun. The brand also
partnered with StreamElements to develop
an AI TriangleBot, which enabled streamers
4 milkshake
to replace triangles in all of their games
with Doritos chips.
When it comes to effective marketing,
strategy is nothing without great execution.
Being able to identify the challenges and
bottlenecks is key to achieving, dare we
say, Doritos Nirvana. “Marketing is much
more personalized than ever before,”
Weinstein says. “Brands have shifted a lot of
attention and marketing dollars to creating
experiences and personal interactions with
customers. From virtual events to contests
to continuous digital content creation,
brands are using creative means to better
engage and create communities.”
Additionally, as in the case of Doritos,
some brands are developing “exclusive”
communities within their customer base
by allowing customers to sign up and get
involved in limited-availability products
based on their interests.
FINDING YOUR
MARKETING BALANCE In her years as an account executive, marketing director, senior-level
copywriter and director, Becky Bugger has always focused on humanizing
the process. Today, the concept of shared stories and viable connections,
both in person and virtually, are what she believes help connect a brand with
its community.
In short, customers and clients want more than the technical proof you can
sell their product; they want to feel like you are connected to their brand in
a way that allows you to fully understand who they want to reach, why, and
how to get to them. When it comes to the market, they want the same thing.
Company culture, brand positioning and social corporate responsibility are all factors
that have to be taken into consideration when developing any kind of marketing plan.
“It’s about having balance,” says Bugger,
Director of Business Development and
Sales at StubGroup. “Navigating the
tightrope that takes you from startup
to thriving company is something that
requires consistent fine-tuning, and the
ability to pivot at the right time over and
over again. Whether it’s finding your
market and continually meeting its needs
and remaining relevant, knowing where
and when to spend marketing dollars
and pull them back, or keeping a robust
marketing plan in place while HR tries
to keep up, if you cannot find a balance
between it all, you’ll become increasingly
frustrated with your efforts.”
Bugger says the approach comes down
to effective research, organization and
planning for every possible outcome—
and that still will not keep you from
running into an obstacle or two along the
way. “Creating a clear understanding that
it’s not a competition between which parts
of the strategy are performing best—a
successful team understands that without
one effort, it’s like another would fail.
Continually challenge the good days with
questions about how to do better. Always
reach higher, set bigger goals, and make
sure that your team knows that every one
of them is a piece of the puzzle that makes
the strategy come together.”
In a campaign StubGroup did with luxury
kimono brand KIM+ONO, the agency
helped the brand move from storefront
to online megastore. While managing its
digital advertising, StubGroup hustled on
social media via influencers and offline
marketing tactics. Recently, entertainment
superstar Gwen Stefani wore one of its
robes on her wedding day.
“You’d think that was the culminating
point of success, but we took it one
step further by creating another social
media advertising campaign sharing
November 2022