1. Doritos Case Study
Monitoring period:
14 September – 8 October 2011
All data within this report was gathered via saidWot. Doritos is not a current or
past client.
Author: Hulya Balikci

2. The Impact
 183 mentions were posted about Doritos locally.
 All derived from Social Media.
 More specifically, Twitter.
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3. The audience
60%
40%
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4. Their feelings
44 Positive reactions | 121 Neutral comments
18 Negative reactions
This is especially great for a brand like Doritos. New and exciting flavours
are what the brand is known for, thus finding out whether people like
certain flavours is far easier when conducted through ORM.
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5. What they said
The creator of Doritos died; Jersey Shore jokes were made; Comfort eating tweets
were sent; and most loved Doritos’ flavours were mentioned.
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6. Its reach
45 000 people were exposed to a Doritos tweet
(free advertising value per tweet: R47)
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7. Its reputation
Local coverage only
Overall reputation of 1.7 (Not bad!)
This tweet made its rounds
on the 21st
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8. People Doritos, they really do…
What people say, how they react to
change, what they feel about a brand, are all said
online. It’s an unadulterated
environment, where freedom of
speech is exercised to its full extent.
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9. … In particular
Most loved flavours can easily be
tracked
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10. Conversations
Twitter starts conversations, spreads campaigns & generates brand
awareness.
If executed properly.
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11. Conversations
Huge disconnect in online
chatter around Doritos.
CPT - Green
RSA - Blue
PTA - Red
JHB - Black
BLO - Yellow
DBN - Brown
RUS - Pink
ELO – Orange
Colours correspond to the locations of where the mentions were
received. The size of bubble = Klout score. Bigger bubbles indicate
tweets from individuals with high Klout scores.
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12. Suggestions
 Create more conversations between people .
 Connect people to the brand.
 Reward loyalists.
 Use Twitter and Facebook to communicate campaigns.
 Respond to tweets/comments about the brand.
 Interact with brand loyalists.
 Eliminating negative comments is difficult, but not impossible.
www.saidwot.com

13. In conclusion
 Currently there isn’t much conversation around the brand; creating buzz
will counteract that.
 Taking the brand online and encouraging people to talk about the brand will increase
coverage.
 More coverage means more people are exposed to a campaign at a fraction of the cost
of advertising.
 Online campaigns are awesome because they have the ability to spread like wildfire; if they’re
good.
 Building relationships with loyalists should be a priority. It increases the love one
feels for a brand.
www.saidwot.com

14. Who we are!
Appendix
All information for Doritos was gathered via our own ORM tool, saidWot.
Links:
www.twitter.com/saidwotorm
www.saidwot.com/contact-us
http://wiki.gephi.org/index.php/ForceAtlas
Other case studies can be found on:
http://www.saidwot.com/about-saidwot/case-studies
South Africa: United States:
Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com
www.saidwot.com