Lay’s Potato Chips

A Taste of Lay’s Digital

Strategy

About the Brand• Owned by PepsiCo within the Frito-Lay group

• Lay’s Do Us a Flavor Challenge Launched 2012

• Lay’s Flavor Swap Challenge Launched 2016

Target Audience• Consumers who love to snack

• Does not focus on age/gender• Does not target consumers

looking for health benefits

• Target existing fans instead of new customers

The Big Idea• Surprise & Delight loyal customers

• Respond to ‘super fans’ who

engage on Lay’s social media pages with giveaways

• "the difference between good

and great is in the little things”

Social Media Marketing• Continue multi-media posts• Continue customer service• Embrace User Generated

Content to improve engagement and authenticity

Internet Marketing• More aggressive online banner advertisements

• Track consumers on sports and food websites

• Surprise and Delight Emails to existing fans

Mobile Marketing• Continue creating mobile friendly user experiences

• Increase product description content

Search Engine Optimization• Direct users to Lay’s when searching for different chip flavors

• Direct users to Lay’s when searching

for ‘fun’, ‘quick’, ‘easy’, ‘party’ ‘snacks’.

• Add more content and descriptions to

chip flavors to attract more searches

KPI’s and Analytics• Monitor which pages receive the most engagement

• Track mentions, comments, shares, likes and visits

Timeline & Budget• Spend 10% of revenue*

• Surprise and Delight giveaways

include 1% of digital budget strategy

• Begin Surprise and Delight initiative June 2016

• Track initiative progress after 3 months

• Continue and modify if successful