Lay’s
Which Lay’s is yours?
INDUSTRY
FMCG
YEAR
2019
EXPERTISE
Social media strategy Content creation Precision marketing for brand-formance
BRIEF
To remind consumers about the variety of Lay's flavors and push customers to try them. To create an emotional connection with the brand and increase customer advocacy.
Strategy
  1. We researched and defined 5 main audience tribes for every kind of Lay's product
  2. We picked Instagram influencers with a following of 100K+ for every tribe, who were suited for Lay's ambassador role
  3. We developed unique gift boxes in collaboration with influencers — LAYSBOX. The box contained a huge amount of chips and a unique present.
  4. Influencers worked LAYSBOX into their content: made stories and videos of the unboxing experience and asked subscribers to participate in the competition - tag a friend and mention their favourite Lay's flavour.
  5. Every influencer post was heavily promoted, this being the major success factor. 25 LAYSBOXES were given away in a month, and the influencers posts about the competition winners were also heavily promoted.
Tools
Facebook/Instagram paid promotion, Influencer marketing
Results
It was incredible that 50K people answered the question about their favorite Lay's flavour. The main goals and objectives were met. Both PepsiCo and ourselves were impressed by the combination of the results and the budget.
5 influencers (100K+)
25 LAYSBOX
50K people tagged their friends (1+), told us about their favourite Lay's and built 150K more native views.
400K video views
1-million+ reach of the influencer's audience
2500К total targeted media campaign reach on Instagram and vk.com
Activation engagement rate – 10%
$0.07 USD – cost per activation
OTHER PROJECTS