S O C I A L M E D I A C A M P A I G N LAY’S “DO US A FLAVOR” Wednesday, April 8, 15
OVERALL PURPOSE Over six years, Lay’s • su fg ered a decline in household penetration, from 74.9% to 62.2% (806 million occasions). The challenge: Build • sales and create an emotional connection with future snackers – Millennials. Wednesday, April 8, 15
CAMPAIGN OBJECTIVES Generate buzz to create a 5% sales boost. • Receive 1.2 million flavor submissions. • Receive 1 million votes during the selection process. • Drive social media engagement with 18-34 year olds • to start “aging down” the brand. Increase Facebook fan-base by 500,000 with over • half of the app users being in the younger adult group. Wednesday, April 8, 15
STRATEGY • Increase brand awareness by allowing consumers to engage with Frito-Lay via social media • Increase audience engagement with the company via social media • Express consumer value Four Core Truths: 1. Desire for self-expression 2. Desire for authenticity 3. Desire for recognition 4. Desire to be part of the bigger picture Wednesday, April 8, 15
TACTICS • Celebrity Endorsement: Eva Longoria • Launch Event: Time Square • Social Media: Facebook • Traditional Media: TV • PR: Big winner announcement in LA 5 Wednesday, April 8, 15
SUCCESS MEASUREMENTS: WHAT THEY WANTED TO ACCOMPLISH https://www.youtube.com/watch?v=sYJGfoYB63M � • � Create a 3% sales lift � • � Receive at least 1.2 million flavor submissions � • � Receive at least 1 million votes � • � Drive social media engagement with 18-34 year olds � • � Increase Facebook fan-base by 500,000 with the younger adult group Wednesday, April 8, 15
SUCCESS MEASUREMENTS: WHAT THEY ACCOMPLISHED • � Sales lift of 12% during the campaign � • � Received 3.8 million flavor submissions � • � Received 1.4 million votes � • � Over 2.7 million people installed the app � • � During the campaign they averaged 22.5 million views per week � • � Added 2.2 million likes to the Facebook page � • � Engagement with posts led to an overall outreach of 171 million 7 Wednesday, April 8, 15
CAMPAIGN EVALUATION • Benchmarking • Tracking the coverage of the campaign & comparing the results over time • Monitoring the media • Facebook • Twitter • Text messaging • CPM (cost per thousand) = cost of publicity/media impressions • Nearly doubled their impressions Wednesday, April 8, 15
CAMPAIGN EVALUATION •Information requests •The kick-off in Times Square •Flavor pop-up store •Talk shows •Morning news shows •Criticisms •Longevity of the campaign •Availability of flavors •Budget •Largest marketing campaign to date •$2 million in prize money 9 Wednesday, April 8, 15
THE CAMPAIGN CONTINUES •2014 Winner- Kettle Cooked Wasabi Ginger •2015 Contest •Including location of inspiration •Google partnership & “Flavorcast Map” •Ends March 30, 2015 10 Wednesday, April 8, 15
REFERENCES http://www.adherecreative.com/blog/bid/152638/Top-10- Influential-Social-Media-Marketing-Campaigns-of-2013http:// www.baalink.org/reggie-case-study/lays-do-us-flavor http://awards.prweekus.com/lays-do-us-flavor-campaign-0 http:// www.crowdsourcing.org/navigate-search?q=Do%20Us%20a %20Flavor http://www.fritolay.com/blog/blog-post/snack-chat/2014/10/20/ meet-the-lay-s-do-us-a-flavor-winning-flavor! http://www.fritolay.com/blog/blog-post/snack-chat/2015/01/20/ lays-do-us-a-flavor-contest-chants-location-location-location- in-2015 http://prosintraining.com/ssm/2013/03/whats-your-flavor/ comment-page-1/ http://therealtimereport.com/2012/07/19/facebook-contest-lays- uses-crowdsourcing-to-find-new-flavor/ Textbook pages 127-134 Wednesday, April 8, 15
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