PROBLEM: Create a unique consumer engagement that can lead to more sales. IDEA: Use the unique-shaped Cheetos to trigger our target audience’s imagination. Ask them to tell the story about their Cheetos based on the shape and tell it through their social media. UGC APPROACH: Our target audiences happily upload their version of Cheetos' imagination. We don’t invest in big paid media to achieve this. The mechanism is doing its job because it is fun and relevant. ONLINE & OFFLINE: We see the opportunity to bring fun to offline. We created the first Cheetos Museum in Indonesia; we took the best submissions to an immense exposure to the Cheetos Museum. SOCIAL BAKERS: ASIA PACIFIC FMCG 2018 SOCIAL MEDIA REPORT The campaign made a big buzz and pushed our social media into top-performing APAC social media in 2018. RESULT: Cheetos Museum generated more than 60,000 submissions in two years, and months after the campaign finished, the hashtag was still flowing on Instagram, generating organic impressions for us. Cheetos Indonesia's social media assets grew by +2,6 % on Facebook (to 52k) and +739% on Instagram (to 237k). In 2018, the sales growth was +14% in the campaign period compared to last year.