LAYS DO US A FLAVOR Wednesday, April 8, 15 OVERALL PURPOSE Over - - PowerPoint PPT Presentation

LAY’S “DO US A FLAVOR”

S O C I A L M E D I A C A M P A I G N

Wednesday, April 8, 15

OVERALL PURPOSE

• Over six years, Lay’s

sufgered 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.

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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

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• Celebrity

Endorsement: Eva Longoria

• Launch Event: Time

Square

• Social Media:

Facebook

• Traditional Media: TV
• PR: Big winner

announcement in LA

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TACTICS

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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
• lds
• 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

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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

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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

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THE CAMPAIGN CONTINUES

• 2014 Winner- Kettle Cooked Wasabi Ginger
• 2015 Contest
• Including location of inspiration
• Google partnership & “Flavorcast Map”
• Ends March 30, 2015

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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