We had to demonstrate what it was to be ‘bold’. If Doritos could be seen to be bringing out bold behaviour of The LADbible (who had a strong social following with 11 million Facebook likes), then our 16-34 audience would have to take our new positioning seriously.

Over the summer we created The SUMMERbible, a hub on The LADbible website that housed the most inspirational bold moments from around the world and pushed out through both brands’ social feeds. As part of the partnership we created a series of challenges that would bring out The LADbible’s ‘inner bold’. The challenges ranged from going on a spontaneous 12 hour holiday to Ibiza (where further challenges ensued), to challenging The LADbible to make the most of their lunch break by sending them some paintball guns. These challenges played out live across social media and saw a hugely engaged audience following every challenge.

We kicked the partnership off with the ultimate challenge: using Periscope and Twitter, Doritos challenged The LADbible to make the most of their summer evening, by going on a 12 hour holiday to Ibiza and being back at work by 9am the next day. But it didn’t stop there. Once The LADbible were in Ibiza we continued to deliver challenges, all with the aim to encourage fun times together and proving that The LADbible were really ‘For The Bold’. These challenges ranged from dive bombing into a pool, to taking over a DJ set at one of the most popular clubs.

Doritos worked with The LADbible to deliver four more co-created pieces of content. This included another challenge to encourage The LADbible employees to make the most of their lunch hour. We armed them with paintball guns, Go Pro cameras, bags of Doritos and then let them create some mayhem.

The resulting extremely positive sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see: exciting, outrageous, original, and most of all, BOLD. The content generated 30 million earned impressions thanks to shares, likes and retweets. In fact, the sentiment was so overwhelmingly positive for the 12 hour holiday challenge that we wanted our audience to see this content on the big screen – the following week we showed it in select cinemas before the big summer blockbuster “Everest”, with every seat accompanied by a bag of Doritos.

Most importantly, our content had delivered business growth. The brand grew by 7% with 1 million new households buying Doritos in 2015 vs 2014. Econometrics demonstrated that for every £1 spent on this partnership, it delivered £11 back in sales.