1. “Your Girlfriend Won’t
Do this”
Jessica Ficher, Rochelle Smith, Jonmichael Fletcher,
and Parinaz Elavia
2. Objective:
To bring brand awareness and
loyalty
“Our communications program will
convince, the social guy’s guy, that,
Doritos will bring all the needs a
girlfriend can’t with humour.
3. The Campaign:
“ Your girlfriend wont do this”
3 month period during the NFL season, reaching
the Superbowl
Focus on Vine
The contest will bring one Canadian fan and a
guest to the Superbowl, and all one has to do is
send a Youtube video agreeing or disagreeing
with the statement “Your girlfriend wont do this”
with a Doritos bag.
4. Target Market:
Males
Ages: 18-24
Marital Status: Dating or Single (not long-term)
Income: low-medium
Occupation: student or entry level position
Big user of social media
5. Persona:
Mr. Doritos
“Rugged, athletic man that focuses on
enjoying life and living in the moment.
An average joe, and a guy’s guy.”
Our brand’s character is a fun, out-going,
sporty guy. That guy that would
have his face painted at any sporting
event. Loves his women, but says loyal
to the buds. The cottage type, with a
Budweiser in his hand. Going on
walks/runs with his dog and hits up the
gym when he’s got time. “All american
boy” looking, and simple to the T.
6. Online Communication/
Social Media
Facebook will be used to advertise the campaign and will be used to
receive and share video submissions from target audience.
Twitter Hash tags will be used to promote the campaign
(#YourGirlWontDoThis)
Instagram will be used to view and receive video submissions from target
audience showing what their girlfriend won’t do for them.
YouTube will be used to show our commercial ad before videos and we will
have a YouTube page set up showing different videos of “things your
girlfriend won’t do”.
We will also use YouTube to post videos submitted by the target audience.
We will use digital billboards for out-of-home advertising.
Spontaneous Vine blasts of our short “Your Girlfriend wont do this” videos
All of these things can be used on apps and we’ll send out notifications on
them
7. Out-of-Home
Magazines will have our print Ad in them
Radio will run a short commercial
promoting the campaign.
Billboards and bus shelters will have the
print ad.
8. Events and Sponsorships
We’ll be sponsored and teamed up with the NFL
Two Superbowl things will be the prize
To create buzz, we will be doing a “10 days
across Canada” tour challenging couples to
come out to play our games, to see if the
Girlfriend can measure up! Winners will win tickets
to regular NFL games in Buffalo
9. PR and Metrics
We’re looking for internet news outlets like
“whatthebuck” and “phillyD” on youtube. They
have a crowd of loyal fans and that will bring
buzz to our campaign. They make 5-7 minute
daily videos on “news” their fans or they find
interesting
We're looking to receive at least 100 video
responses back, each day.
10. Conclusion
Our desired response would be:
We want our consumer to be more loyal than they
already are to Doritos. At first when he shops in the
shopper market, he picks Doritos because it’s liked
among the group, and we want it to be the first
pick. We want him to think that, no good sporting
event is good without a bag of Doritos.
Teaming up with the NFL and having challenge
will do so
