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INTEGRATED CAMPAIGN · 2025
Roles: Brand Strategy, Media Planning, Creative Direction
A comprehensive, data-driven campaign developed in response to a speculative Doritos brand brief. This project spans quantitative consumer research, multichannel media allocation, and full 360-degree creative execution targeting Gen Z workplace trends.
CHALLENGE
Increase U.S. market penetration among light and medium snackers by 5% within 12 months, projecting $85M in incremental retail sales.
TARGET AUDIENCE
"The Busy Breakers" — Fast-paced, success-driven Gen Z professionals working in high-cost urban hubs (NYC, LA, Chicago, Houston). They average 8.5 hours of unpaid overtime weekly, with 53% experiencing weekly burnout.
CONSUMER INSIGHT
Gen Z uses snacking as a functional coping mechanism for stress, with 63% identifying as "stress snackers" and 26% snacking 3+ times a day. Because their schedules are unforgiving, they rely entirely on 1-to-5-minute micro-moments during the workday to reset.
STRATEGY
Position the loud, intense crunch of a Dorito as a psychological boundary line—a literal disruption that forces a burned-out workforce to halt their routine and take their mandatory 5-minute micro-break.
BIG IDEA
"It's Crunch Time."
CAMPAIGN EXECUTIONS
TikTok Mockup - Social
Placement: Paid TikTok In-Feed Video Ad (30% Social Allocation)
Strategic Justification: Gen Z leads social media consumption on TikTok, averaging 3 hours per day. Because social media drives the highest ad recall at 44%, this placement directly intercepts "Busy Breakers" mid-scroll during their peak afternoon burnout hours.
Instagram Story Slide Mockup - Social
Placement: Paid Instagram Story Sequence (30% Social Allocation)
Strategic Rationale: Targeting Gen Z users during their average 2 hours of daily Instagram usage. Because social media drives the highest ad recall at 44%, this fast-moving, 3-part narrative sequence is timed to pop up during peak afternoon burnout hours, urging users to swipe up and take a quick break.
High-Impact Urban OOH
Late-Night Urban Projection Mapping
Strategic Rationale: High-visibility digital projections cast onto brick office and nightlife districts to catch overworked professionals logged into those 8.5 hours of weekly unpaid overtime.
Urban Transit Displays (Subway Platforms / Bus Shelters)
Strategic Rationale: Positioned in high-traffic commuter hubs across NYC, LA, Chicago, and Houston to directly intercept "Busy Breakers" during their high-stress daily rush hour commutes.
High-Impact Highway Billboard
Strategic Rationale: A massive, minimalist visual anchor placed near major city-center arteries to drive high-frequency brand recall and target consumers exactly during the afternoon slump.
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