Mindsx9-Chipotle Presentation2
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Transcript of Mindsx9-Chipotle Presentation2
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GREETINGS
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Why choose us?
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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 ]
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WIN BACK THEIR S
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THE CHALLENGES
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How We Got Started
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mobile
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tumblr
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youtube
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You’ve been doing it right!
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YOU’RE NOT
ALONE.
You’ve got competition.
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IMMERSION
Diving deeper.
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We came to you.
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Then we heard from you.
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You said
“Millennials”
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SEO TOOLS
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We found some things that they
need to know.
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YOU DO MORE THAN JUST
FEED US.
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We wanted to hear it from them...
...so we asked.
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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.
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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
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Feel Gooder Fred
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Do Gooder Ya’el
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So, what’s our plan?
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They think:“How will this affect me?”
We want them to think:
“How can this affect the world?”
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“Food Karma”
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Microsite
chipotle.com/foodkarma
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THE CREATIVE
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Social Media Campaign
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Vine
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Tumblr
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Snapchat
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Youtube
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Streaming Radio
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Web Banners
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Out of Home
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...and that’s food karma.
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...and here’s how we’ll
measure it.
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∙ Social Sentiment
∙ Social Media Metrics
∙ Incremental Sales
∙ Online Conversion Metrics
∙ Click-Through-Rate on Banner Ads
∙ Radio Conversion Attribution
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Thank you.Any questions?