Doritos took its spicy flavor to the heart of Buenos Aires with Taggify

Thanks to the implementation of programmatic outdoor advertising (pDOOH), the Doritos campaign achieved over 1.8 million impacts, solidifying its new recipe in consumers' minds and reinforcing its presence in the Argentine market.

THE CHALLENGE

The objective of the campaign was to promote the launch of Doritos extrapicante in Argentina. To do so, the brand partnered with the agency Kinesso and used Taggify's programmatic DSP platform, optimizing its digital outdoor advertising strategy (pDOOH) to reach its audience effectively.

THE SOLUTION

• Coverage strategy: Doritos designed a high-reach strategy, impacting different areas and cities in the province of Buenos Aires and the capital city. Thanks to Taggify's platform, the brand selected key locations, including subway lines, shopping malls and bus terminals, combining indoor and outdoor formats to maximize the campaign's visibility. Cities where the ads were deployed included Mar del Plata, Pinamar and Villa Gesell.
• Optimization of schedules: The campaign took advantage of key moments of public circulation, ensuring that the ads were shown in strategic time slots. In this way, the brand achieved a more effective impact, generating a lasting impression on the audience.
• Outdoor advertising creativity: With an innovative approach, Doritos used disruptive creativity aimed at its young audience. It compared everyday situations with the characteristic spiciness of its product, generating buzz and positioning the brand as daring and fun.
• Real-time measurement and optimization: Through Taggify's DSP platform, focused on data analytics, Doritos was able to program, measure and adjust the performance of their campaign in real time. This allowed them to optimize their advertising budget and improve ROI.