Chipotle's primary goal on social is to drive advocacy and connect to culture. Our challenge was to shift the conversation around the brand by getting Chipotle's most avid fans to organically share their love on social media.
To be successful we would need to speak in the language of our fans and make sharing easy on the platforms where they spend time (Instagram Stories & Snapchat).
Chipotle became one of the first brands to leverage the newly launched Giphy Stickers feature on Instagram and Snapchat with a series of animated designs that would resonate with our superfans.
Each sticker was inspired by real fan conversation on social.
Fans immediately began sharing, causing the Chipotle stickers to trend on the homepage of Giphy. We also used Giphy search optimization to make the stickers appear for terms like 'guac' 'lunch' and 'hungry'.
When the popular stickers broke 100M impressions, we celebrated by remaking the digital designs into IRL scratch and sniff sticker packs. Each physical sticker smelled like a different Chipotle ingredient (smoked adobo, spicy chili & roasted cumin).
The physical recreations of our original Giphy designs sold out online in 12 hours.
The campaign earned over 200M impressions with no paid promotion
- 110M+ impressions on Snapchat and Instagram
- 95M+ impressions from press and influencer mentions
- 40+ press stories on the scratch and sniff stickers
- Scratch and sniff stickers sold out in less than 12 hours
