Building a creative strategy to help reach millennials
Given the insights from Amazon Ads, Cheetos focused their creative strategy on promoting Cheetos Mac ’n Cheese as a snack. They tailored the messaging of the ads to the younger adult audience and their preferences, highlighting that Cheetos Mac ’n Cheese is “a fun, quick, and convenient addition to pantries that consumers will love,” and that it can go “from crunchy snack to cheesy mac.” The campaign landing page on the Cheetos Store on Amazon featured “Cheetos Mac Hacks,” encouraging consumers to create their own Cheetos-inspired recipes to help connect the familiarity of Cheetos with the new offering. A beloved snack often featured in recipes, including viral social media videos and photos, the brand wanted to raise awareness with that loyal audience too.
Cheetos Store on Amazon featuring Mac'n Cheese
“Cheetos Mac Hacks” promotion encouraging consumers to create their own Cheetos-inspired recipes
The campaign was set to run across Amazon DSP static and video placements and lead customers to the Cheetos Store on Amazon, but Cheetos did not have lifestyle imagery to support the creative idea. Cheetos also wanted to amplify the campaign idea across their social channels. To solve for the lack of visual assets, Amazon Ads developed ready-to-use creative assets for various Amazon DSP placements, as well as templates that Cheetos would be able to use for a consistent look and feel across the campaign’s other channels.
Cheetos Mac ’n Cheese video campaign creative