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GREETINGS
Why choose us?
Olivia[ art director
+ copywriter ]
Aziz[ creative director ]
Molly[ art director ]
Sara[ art director
+ copywriter ]
Brenda[ account manager
+ researcher ]
Justin[ art director ]
Anisha[ account manager
+ researcher ]
Ashley[ account manager
+ researcher + strategist ]
Set[ account manager
+ researcher ]
WIN BACK THEIR S
THE CHALLENGES
How We Got Started
mobile
tumblr
youtube
You’ve been doing it right!
YOU’RE NOT
ALONE.
You’ve got competition.
IMMERSION
Diving deeper.
We came to you.
Then we heard from you.
You said
“Millennials”
SEO TOOLS
We found some things that they
need to know.
YOU DO MORE THAN JUST
FEED US.
We wanted to hear it from them...
...so we asked.
Deeper Brand Knowledge:
Have you ever been informed about Chipotle’s “Food with Integrity?”
Can you tell me all the advantages or positive points about eating at Chipotle?
Do you think our diets influence our health? Our future health? Why?
Do you think what you eat has anything to do with the environment? How?
WhiteCardConcepts
We showed them a few photos and asked them what they thought.
hurry up and go
“If animals are happy and healthy, I consider myself to be happy and healthy.”
health rather than obesity
animals out in the open
“Chipotle is like Britney Spears. [She] started off big, had a “breakdown”, now [she’s] back and people still love her.”
too corporate
Feel Gooder Fred
Do Gooder Ya’el
So, what’s our plan?
They think:“How will this affect me?”
We want them to think:
“How can this affect the world?”
“Food Karma”
Microsite
chipotle.com/foodkarma
THE CREATIVE
Social Media Campaign
Vine
Tumblr
Snapchat
Youtube
Streaming Radio
Web Banners
Out of Home
...and that’s food karma.
...and here’s how we’ll
measure it.
∙ Social Sentiment
∙ Social Media Metrics
∙ Incremental Sales
∙ Online Conversion Metrics
∙ Click-Through-Rate on Banner Ads
∙ Radio Conversion Attribution
Thank you.Any questions?
