Blurring the lines between brand and creator, Doritos Legion of Creators is a community-driven platform where consumers and creatives create social-first content for one of the world’s most recognizable brands. As an extension of Doritos’ social strategy, the program fuels ongoing engagement by inviting users to develop evergreen content, with top challenge submissions earning cash prizes. By providing the tools, platform, and incentives to participate, Doritos has given creators the opportunity to produce content on one of the biggest stages in the industry—while earning top dollar for their work. As the campaign lead, I oversee all key aspects of the program, from ideation to execution, ensuring a seamless experience for both creators and the brand.

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My Role & Contributions:

📢 Campaign Strategy & Execution

• Led the overall Legion of Creators program, overseeing all key aspects from ideation to execution.

• Conceptualized, wrote, and launched creative briefs to encourage high-quality user-generated content.

• Reviewed and ranked all submissions, selecting finalists for brand, legal, and PR approval.

🌐 Community & Platform Management

• Built and maintained an active relationship with the Legion of Creators community via Discord.

• Managed the Legion of Creators website, including uploading briefs, announcing winners, and addressing technical issues.

• Ensured all winners received their cash prizes through external partners.

📊 Performance & Impact

• Delivered end-of-year performance reports to key stakeholders within Frito-Lay and D3, tracking engagement and success metrics.

 

Results (2023-2025):

🚀 28 briefs launched
🎨 1,200+ original pieces of content submitted
🏆 200+ winners selected
💰 $150K+ in prizes awarded
📈 64% increase in Discord users