To showcase our ongoing support for the LGBTQ+ community, Doritos® Brazil and Mexico teamed up for a fully integrated cause marketing campaign, One Kiss, One Donation. Through TV, digital, and retail we created a virtual chain of love and respect that swept across social media and into people’s hearts. The underlying goal of the campaign was to gather 1 million virtual kisses that were converted into donation to support the LGBT + community and their families.
The biggest challenge for a pride celebration during COVID-19 is, well, COVID-19. We were faced with a global pandemic that forced us to rethink the traditional sponsorship of parades and gatherings. These symbols of community that exude the outpouring of freedom and joy that punctuate pride. Let’s just say we had our work cut out for us.
Doritos is a brand that’s not afraid to take a stand. In countries where three-quarters of the LGBTQ+ population has documented cases of discrimination, we weren’t about to pass up an opportunity to show our support. To champion respect. Love. Diversity. To empower the people who dare to live their truth in the public eye.
But how do you come together to celebrate pride, when you can’t be together?
Enter One Kiss, One Donation. We met our customers in their universe online. With a cause-driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family and loved ones, we made a donation. The campaign and hashtag spread across social media fueled by our fans and influencers — and accelerated by the goodwill that only shared values can buy. We essentially created the fun, the joy and the vibe of a massive pride parade. In a digital experience.
The true success of this program was to humbly witness the concentric waves of love, joy and support rippling throughout Brazil and Mexico. Waves that captured, provoked and supported the hearts and minds of LGBTQ+ folks throughout Latin America. We reached 35 million folks on social media with an 80% awareness from our target audience. We got 200 million media impressions almost all of which were earned, organic coverage equal to a two million dollar buy. Sales increased by 10pp vs the same time last year. We were featured on CNN, Globo, Veja, Huffpost, Uol, Estadão, Folha, and others. And the best part? By the end of the campaign Doritos donated one million reais to orgs so this important work can continue.