Choose The Flavor That Speaks To You
As someone who grew up in China, I grew up eating different kinds of crisp-like snacks than Americans do. So I’m not familiar with what people are used to eating in the United States. But if you were to ask me what brand of potato chips I know better than Cheetos and Lays, I’d say Ruffles. Starting with NBA2K13 and now 2K23, Ruffles are always present in every part of the story. My own players also signed with Ruffles several times in the game. This shows that Ruffles has a deep cooperation with NBA over the years. The campaign I would like To introduce today is “Choose The Flavor That Speaks To You”, which was held by Ruffles on NBA All-Star Weekend on February 17th this year.
What content did Ruffles create and what Digital platforms did Ruffles utilize?
The content of this activity is mainly divided into two aspects. First came A video featuring Charles Barkley, Lebron James, Jason Tatum and A’ja Wilson. The video was posted on Youtube, Instagram, Tiktok, Twitter and other major social media platforms. The AD features three current basketball players each persuading retired legend Charles Barkley to choose their own flavor of potato chips.
The second aspect is the hosting of the 2023 Ruffles NBA All-Star Celebrity Game. Ruffles invited guests including Simu Liu, 21 Savage, Janelle Monae, Cordae, Hasan Minhaj and Albert Pujols to play in the All-Star Celebrity Game. At the same time, their scores in the competition will be converted into a corresponding form of charity fund to donate to the people in need.
What was Ruffle’s objectives?
Ruffles held this campaign with the following objectives. First, Ruffles wanted to raise its brand awareness. Ruffles’ cooperation with numerous stars and sponsorship of NBA celebrity games are all part of Ruffles’ efforts to make more viewers have access to Ruffles’ brand consultation. Second, Ruffles wanted to improve its brand image. It raises the image of the brand in the minds of the public through such a fun charity fundraising campaign. Ultimately, Ruffles aims to achieve sales growth both in the short and long term through these two approaches.
What actions did Ruffles want its target audience to take and how did Ruffles get them to do it?
First, Ruffles wants its target audience to relate each person’s own personality to the taste of a particular Ruffles. To do this, Ruffles advertised people like James to a taste that suited their identities and personalities. In addition, The eye-catching slogan “Choose The Flavor That Speaks To You” promotes the self-substitution of tastes by its target audience.
Second, Ruffles wants its target audience to actively keep up to date with Ruffles news. It was largely in view throughout NBA All-Star weekend. At the same time, the scores of each celebrity, and the amount of donations they eventually converted into, are posted on Ruffles’ official account on various social media platforms. So customers unknowingly follow all the news about Ruffles.
How successful was this campaign?
As a Campaign, we will measure its success from multiple dimensions. First, in terms of attention, the hashtag #RufflesCelebGame generated tens of thousands of posts on Twitter. Meanwhile, several videos containing the hashtag posted by the NBA’s official account have racked up millions of views. This shows that Ruffles gained a good awareness through this activity.
Secondly, from the perspective of brand image, fundraising will undoubtedly enhance the goodwill of the brand in everyone’s heart. So it was a success in that respect.
Finally, in terms of sales volume, we cannot simply determine the success of an activity from the changes in short-term sales volume of the enterprise. The effects of activities must be viewed over the long term, taking into account the cost inputs. We are looking forward to the sales of Ruffles later on, when we can really judge how successful this event was.
