DANA LAWRENCE: Ruffles is a brand which consumers think of [as a brand consumed by families on picnics]. When we look at the actual numbers, more growth is coming in from millennials.
And our core consumer target is that 23-year old millennial guy. Digital marketing lets us be much more specific in our content [delivery]. In certain cases, TV provides that broad reach that works from an effectiveness standpoint, but for Ruffles we shifted our focus entirely to digital marketing because of the strategy.
Who helps you make decisions around brand media allocations?
My team and agencies have come up with fun ideas to leverage Snapchat or Periscope, but we have way more ideas than media dollars. We have a media analytics team and we are measured by what efficiency and effectiveness we are driving with our media plan.
We have certain targets and goals, and it’s really a balancing act between leveraging new technologies to reach your consumer in a fun, new way but with effectiveness and efficiency. We are doing more tests with some of these emerging media channels like Instagram and Snapchat, but they haven’t been as easy to measure. We’re investing more heavily in the platforms we know deliver for us and understanding ROI around platforms like Facebook and Twitter.
Where are overall budgets shifting?
For my brands within the [Frito-Lay] portfolio, we plan to increase year over year our digital spend. As the channels continue to be build out, we gain more ability to measure it and understand meaningful ROI. We still have a significant investment in TV but what you’re seeing is less investment in other traditional media channels [like] radio, out of home, print. We’re focusing more of our media on TV and digital.
Frito-Lay did an experiential campaign with the NFL during the last Super Bowl. How do you connect experiential to data-driven marketing?
We thought about what would be a relevant and engaging way for Tostitos to be part of the Super Bowl, so we came up with this idea for a Tostitos Party Boulevard. We took over two blocks in Phoenix and turned it into a giant spectacle with two-story high dunk tanks (and the like). The reality is a lot of football fans will not go to the Super Bowl, [so] digital became a huge extension of that localized campaign.
When people checked in to play these games on Party Boulevard, we gave them an RFID bracelet. Not only did it track their scores among games, it was also linked to videos and pictures of them falling in the dunk tank, and that was shared virally. It was important for us to embed that digital element to it and created an online hub via Twitter that featured the Tostitos #PARTYBLVD or other hashtags to capture the experiential element. There was this ongoing tracking of fans’ experiences nationwide and it drove a ton of organic reach.