LAY’S “DO US A FLAVOR”

S O C I AL M

E D I A C A M

P A I GN

OVERALL PURPOSE!• Over six years, Lay’s suffered

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.

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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.

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

• 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

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

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

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•Budget •Largest marketing campaign to date

•$2 million in prize money

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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REFERENCEShttp://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 !Lisa Cody, Kelsey Coary, Therlandia Bachard, Jacqueline Benitez, Yunsoo

Kim