"Lay's Smile Deke Dekho" Campaign a casestudy for Digital campaigns.

"Telling one lie begets another lie that begets another lie and Before you know that lie has Grand kids, and Great Grand kids and keeps growing 

It's like lays potato chips, you can't tell just ONE!"

Want to know how Lay's India used Digital campaigns?

there are many questions related to Lay's smile Campaign that is what was Lay's social media campaign, whose faces are on Lay's chips in India, Lay's new packing India,What is the purpose of lays new packet with face?

 

How did Lay's benefit with "Lay's smile deke dekho campaign"?

Okay, so

How do you define a smile?

I know its weird to ask this question, but you what lays has held a campaign which was super awesome and mood changer of millions.

Ok so let's get into details without further suspense cause this is gonna be an interesting marketing campaign case study!

"Smile Deke Dekho" is a lays global campaign to attract and amaze customers.

Pepsi co has given its packing a different and unique look which shows how a smile can connect us universally and convey our mood or emotions.

The lays smile campaign brings out the light-hearted fun in you appealing across ages and nationalities.

This campaign was launched on World Smile Day(October 4). 

whose faces are on Lay's chips in India?

This campaign had a massive influencer outreach program on social media where it has reached 750 influencers sharing lays "Smile Deke Dekho" packages with them. Cricketer Shikhar Dhavan and influences like Alia Bhatt, Ranbir Kapoor, Parth Samthaan, and Erica Jennifer Fernandes are a part of this campaign on Instagram.

but what makes this campaign a different and unique one?

 "Lay's smile deke dekho campaign":

Lays has customized the packs for more than 350 influencers, sharing with them specially curated packs with their own smiles. 

Lays mapped each influencers smile matching it to their different flavors making it customer's favorite magic masala, which has now become joyful magic masala, and with other names as per flavors.

and guess what was its impact?

How did Lay's benefit with "Lay's smile deke dekho campaign"?

It has got a vast amount of impressions almost more than 200 Million impressions and engagement of over 10 million on social media for its influencer outreach program.

This campaign has also rolled out not only on social media but also on mass media, which is on series of TVC's in October last year featuring Alia Bhatt and Ranbir Kapoor as its brand ambassadors portraying how Lays was constant travel partner.

After the launch of 'Smile Deke Dekho' musical, it has become internet sensation recording a massive total of 120+ views and 60+ million reaches to date and counting as claimed by the brand.

Not only these were the means of 'Smile Deke Dekho' campaign but TikTok was also a means but how?

Wondering, even I.

lays has activated almost two unique challenges on Tiktok, which has generated more than 34 billion views and over 40K user-generated videos on the popular app.the challenge was to share maximum smiles in less than 10 seconds, with the catch that the smile must be unique and different. 

The challenges saw over 5 billion impressions and 10000 users generated content painting TikTok with smiles through the fun challenge in a matter of just 72 hours.

Speaking on the impact of the campaign, PepsiCo has claimed that the ‘Smile Deke Dekho’ campaign has resulted in further improving Brand Lay’s imagery scores as well, with a significant spike in key parameters, including Attractive Packaging (+7pp v/s H1’19), Youth (+13pp vs H1’19) and Trendsetting (+6pp vs H1’19), in the second half of 2019, further to the launch of the Lay’s ‘Smile Deke Dekho’ campaign. 

Meanwhile, Lay’s also claimed to have grown 18 percent faster during the campaign, compared to the pre-campaign period exclaimed adgully.

However, 

This campaign was launched globally but till now I was saying only about the Indian marketing campaign lets have look at campaigns of different countries.

 as I said it was not only in India but also in different countries as well!

it was first originated in Thailand with lays smile campaign almost at the end of 2015 to celebrate its 20th anniversary the main objective of this campaign was to invite Thai to smile the deliciousness of lays.

Then the campaign was launched in china which was with monkey masks launched on Chinese lunar new year in 2016.

PepsiCo went a step ahead with a limited edition packing featuring half of the face of local actor and singer Kris Wu who is also the endorser of lays in china.

there were different cartoon designs as well for Millenials.

the campaign named "pass a smile" was launched in China with the key purpose of creating a positive vibe to the nation to celebrate it as a one smiling nation campaign.

The other one let's smile Indonesia.

TIP OF THE DAY:

• Digital marketing is the new trend and can benefit in many ways.

• working with influencers can increase you customer reach!

• Digital campaigns can bring you ahead in competition.