4/25/2023 0 Comments Mike boyce deepfocus![]() The All Dressed campaign generated over 9 million video views, with a virality rate 78% above the combined Facebook and Twitter average.īy going all in on Canada, we created content that truly resonated with our target and, most importantly, got them buying Ruffles. So we responded by creating a series of Facebook videos showing the Beavoosear bringing the taste of All Dressed chips to the people.Īdditionally, we paid tribute to the chips' Canadian heritage by manipulating stereotypically Canadian stock footage to show Canada's favorite creatures catching, storing, and delivering All Dressed Ruffles.Īnd through it all, we reached out to those fans who had first requested All Dressed chips and thanked them by sending them Canadian Care Packages. For instance, we saw that people were commenting on Ruffles' Facebook page that they were having trouble finding Ruffles All Dressed in stores. ![]() Then, we continued to tell the story of the Beavoosear through social-influenced static and video content. We introduced him through a preroll video that took viewers into one unforgettable marketing pitch meeting. To help Americans understand both the chips unique flavor combination and Canadian heritage, we created a mascot that combined other great things from Canada. So Deep Focus set out to spread the joy and knowledge of this Canadian delicacy from sea to shining sea. But although the flavor was well known in Canada, most Americans didn't know that an All Dressed Ruffles chip is one that combines salty, savory and sweet flavors on one ridgey surface. And finally, in 2015, their pleas were heard: Canada's favorite Ruffles flavor was coming to the US for a limited time. For years, Canadian ex-pats have used Twitter as a means of begging Ruffles to bring All Dressed chips to America.
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