Our digital distribution strategy was multifaceted with the objective to drive views on Youtube and engagement on Facebook.

We used a traditional media release, online media buys (Facebook & YouTube) targeting specific demographics in the US, and embedded the video to push SEO and get the video on top of google/video searches for Doritos or Super Bowl.

We used Public Service Announcements and eNGO collaborative tactics on Facebook & Twitter to drive video views and engagement – significant shares by groups like Greenpeace drove organic engagement and kept the video at the top of peoples’ feeds for over a week.

Within the first 48 hours the video was tracking 50,000 views/hour on YouTube. Over the campaign timeline, the video had over 18,000,000 views. Importantly, it drove over 332, 000 signatures for the SumOfUs online petition. Also, our video had more YouTube views than all the Doritos finalists of #CrashtheSuperbowl.

Importantly, the video achieved the campaign goals of SumOfUs by driving significant public awareness about unsustainable use of palm oil by PepsiCo. The public pressure forced PepsiCo to publicly respond and reject accusations and they are now in negotiations to improve their palm oil chain of supply.