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
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