Categories Name : MOBILE and TABLETS
Sub-Category : Best Use of Mobile – Customer Engagement
Campaign Name : The Ducklips Effect: How Pringles Turned a Snack into a Social Behaviour
The Pringles Ducklips Challenge delivered outstanding results across engagement, brand, and business metrics:
Participation
• 6,000+ user-generated entries
Social Engagement
• 481 million video views
• 270 million cumulative reach
• 6.8% engagement rate (vs 1–2% category benchmark)
• 13 seconds average watch time (vs 4–6 second benchmark)
• 10,000+ follower growth
• 6,100+ positive brand mentions
Business Impact
• 12% growth in sales during the campaign period
Brand Impact
• Spontaneous awareness increased by 800 basis points versus the previous year — the highest recorded
• Trial conversion increased by 400 basis points
What began as a playful social mechanic became a full-funnel driver of growth.
Ducklips turned a product truth into cultural behaviour — proving that for Pringles, fun doesn’t stop at the pop, it multiplies through people.