BuzzFeed & Old El Paso
Since 1938, Old El Paso has been spicing up mealtime for families across the world with its complete line of Mexican meal components. Staying true to their brand philosophy that mealtime should be as fun as it is flavorful, OEP partnered with BuzzFeed to introduce its all-new “Bold Nacho Cheese Shells” with an innovative custom program.
To create excitement and build awareness of the "Bold Nacho Cheese Shells", BuzzFeed and OEP created 4 custom social posts, 2 premium social posts, and a custom Cheesy Reaction Badge and Feed, all centered around the need for cheese. Aiming to scale the cheese conversation, program content ranged from thematic to tactical posts for all audiences to enjoy. Posts such as “13 Haikus Accurately Portray Your Love Of Cheese” and “11 Ways To Add Cheese Into Every Element Of Your Life” varied in approach, but both proved successful.
To further bring the product to life in a bold way, BuzzFeed and OEP created a first-of-its-kind premium post where brave souls were quizzed & blasted with cheese using OEP’s CheeseBlaster. The cheese-filled experience resulted in 2 premium social posts, both featuring custom GIFs for audiences to enjoy and share.
15 Brave Souls Get Blasted With Cheese And It Is Beautiful
Additionally, OEP sponsored a custom Cheesy Badge and Cheesy Feed which featured branded content as well as high-performing editorial content, to further the cheese conversation with the desired audience.
Program content successfully facilitated social conversation, resulting in 6 free, earned views from social sources for every 10 seed views.* The program had high engagement resulting in 298K+ views, 1.6x social lift and 50MM+ branded Cheesy Badge exposures.
Program content successfully facilitated social conversation, resulting in 6 free, earned views from social sources for every 10 seed views.*
In addition to the program surpassing BuzzFeed’s benchmarks, OEP’s content was 2x more likely than the internet average to reach millennials.
Through organic social storytelling with BuzzFeed, OEP successfully created buzz, awareness and social conversation around its "Bold Nacho Cheese Shells“ launch with a mass audience. By creating fun, original content, OEP positioned itself as a brand that believes the bolder the better, especially when it comes to mealtime.