1

2

3

4

Favorite

Series?

Someone

to talk

with?

5

CONTENT KING

6

CONTENTSOMETHING

TO TALK

ABOUT

1. Context

7

3. Content2. Contacts

This is our story (behind the scenes):

1. Context:

(Brand VS Consumer)

9

Be part of what interest your consumer

Our Brand/ our product:

10

Our Brand/ our product:

11

Our Target Audience:

12

16 – 24 years, sweet spot 18 years

3 conversation starters:

1. Sex

2. Leaving home

3. Drivers license

Insight: “Ordinary driving is boring, compared with GTA and Need for speed!”

13

Create for the involved,

AND scale to the indifferent

2. Contacts:

(Contact-strategy)

14

First: Understand our Marketing Objectives

Most consumers are indifferent.

They buy chips … and occasionally Doritos

15

Households

buying

More …

1.00.000

500.000

00 1- 5x 10x 20x

Purchase frequency

More …

Note: Example only

Acquisition of new buyers is essential!

Indifferent consumers

Involved Brand Enthusiasts

16

Secondly: Understand Consumer Engagement

Consumers must be engaged,

but most don’t want to participate

17

Target Audience

More …

100.000

50.000

0Low Medium

Level of Engagement

High

Indifferent consumers

Involved Brand Enthusiasts

Note: Example only

Assume most people don’t care

18

3. Content:

(Idea/story)

Add value to your

consumers life

Idea: Doritos Jacked Driving School

19

Jacked Driving School – 6 Entertaining Episodes

20

Jacked Driving School – 6 Entertaining Episodes

21

22

Jacked Driving School – 1 Awesome Event

Personal Driving Experience

23

• Doritos Jacked Personal Driving Experience: Video

24

Context: be part of what interests your consumer

26

Content:

Add value to your

consumers life

Contacts:

Create for the involved,

scale to the indifferent

Case: http://creativeawards.nl/2013/doritos/jacked/