People said they were 51% more likely to buy CHEETOS® after the brand shared funny Promoted Videos with autoplay, a Pinterest-commissioned study found.
Driving favorability and sales
CHEETOS® are a top-selling, cheese-flavored snack in the US. The brand is one of many owned by Frito-Lay, the $14 billion convenient foods business unit of PepsiCo, headquartered in Purchase, New York.
In 2016, the brand ran a successful “Cheetos Museum” campaign that encouraged people to look for museum-worthy Cheetos shapes in every bag. The campaign tapped into the long-running consumer trend of finding animals, famous people and other surprises in the snacks’ unique shapes. In 2017, the brand aimed to continue the momentum with a new campaign playing off the Museum angle. Marketing messaging asked people “What do you see in your Cheetos?” and encouraged them to photograph and submit their whimsical discoveries for a chance to win a prize.
By continuing this tongue-in-cheek campaign, Cheetos wanted to increase brand favorability and sales. The brand partnered with Pinterest to reach their target audience, knowing half of US millennials use the platform1 and that Pinterest households spend 5% more on food, on average2.
“What better way to inspire people to find art in their Cheetos than on Pinterest, a platform dedicated to finding inspiration? We married the Cheetos Museum campaign’s insight with popular Pinterest search topics to insert Cheetos shapes into moments of discovery.”
Putting humor on autoplay
Cheetos decided to try Pinterest’s new Promoted Video with autoplay, which starts rolling the moment a Pinner scrolls across it in their feed. Together with their agency Goodby Silverstein & Partners, the brand developed three humorous, bite-sized videos. Each video showcases one remarkable Cheetos snack, worthy of display in the Cheetos Museum.
The “Italy or Boot?” video points to a snack with “Tuscan-inspired color” and “stylishly textured surface.” Another video displays a Cheetos snack shaped like a pineapple. The video’s copy declares: “Classic art is more than paintings of fruit. It’s also Cheetos that are shaped like fruit.” The third video highlights the “focused precision” and “smooth dust strokes” of “The Swimmer.” All three videos include a Featured Pin carousel, showcasing other Cheetos shapes in the museum series.
Cheetos wanted to reach people through popular search topics like fashion and food. So, Pinterest worked with them to create an audience engagement strategy for each video, leveraging a mix of interest and keyword targeting. For example, the “Italy or Boot” video was targeted to people with an interest in fashion, and used keywords like “knee high boots.”
“Pinterest was the perfect partner for adding impactful consumer engagement to the second year of the campaign. People who searched for food and fashion on Pinterest were served interesting content from Cheetos with shapes that were contextually relevant to them in a way that surprised and delighted.”
Getting the right response
The fun campaign has been a great success for Cheetos. A Millward Brown brand insights study commissioned by Pinterest found an 18% lift in brand favorability among people who came across the campaign’s videos.* The numbers are even more impressive for the brand’s core audience of 18-to-44 year-olds, who said that they were 51% more likely to purchase Cheetos after seeing the video ads.*
The brand credits Pinterest with allowing them to contextually target consumers so they saw campaign content that was more likely to interest them, and make them stop to watch.
1ComScore Nov 2016 - Jan 2017
2Oracle Data Cloud, Pinterest CPG audience profile report, May 2017