"Everyone's taste, you can find it yourself": Lay's Douyin jointly produced a series of micro-documentaries to unlock the symbols of young people's struggle

With repeated epidemics, young people who have left their hometowns lack a sense of security and belonging, and urgently need to find their spiritual sustenance. Lay’s launches limited-flavored potato chips every summer, launching the most important campaign of the year. By establishing emotional links with young consumers, it enhances the brand’s favorability, and at the same time, helps young people find a sense of certainty and self-identity in the chaotic moment , Realize the social value of the brand.

Case Details

Brand: Lay's

Brand owner: PepsiCo

Main Agency: Mindshare China

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Food and Beverage

Media channels: Influencers (star/celebrity spokesperson, key opinion leader KOL, key opinion consumer KOC), mobile & application APP, online display advertisement, information flow advertisement, video/micro-movie, social media, event, activity & experience, Content Marketing, Brand Crossover/Joint Marketing

Background/Goals/Challenges (limited to 300 words):

China's floating population exceeds 200 million, and many young people leave their hometowns to struggle for life. With repeated epidemics, young people's lives are...

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