Lay's Potato Chips | #StayGoldenConLays

Challenge

Drive brand love & affinity with Hispanic consumers by showing up in culturally relevant and authentic ways t to help Lay’s establish itself as not only a product, but a brand of Hispanic consumers love!

Target

Hispanic Lemonaders; A18 to 44 (skewed to millennials)

Flight

7/1/22 to 12/31/22

Approach/Solution

In a world where joy is sometimes hard to find, we create #StayGoldenConLays, filling the world with joy for everyone. #StayGoldenConLays is a unique and fun initiative that brings together 7 multicultural influencers to authentically share how they find joy in everyday moments during culturally relevant occasions, turning them into unforgettable and contagious joyful experiences, no matter where we are, what we are doing, or who is watching!

Key Elements

7 multicultural Influencers, Full content production, 52 creative content assets, +28 social posts, and optimized social paid amplification across Instagram & TikTok and brand lift study

Key Results:

763.1K Engagements (3.2x higher than KPI)

57% Comment Relevancy Rate (2.9x higher than benchmark)

93% positive sentiment (1.3x higher than benchmark)

89% Brand Love (5-point lift)

90% Purchase Intent (3-point lift)