Lay's: Find Your Flavour

Echo He, Lotus Lu, Alex Zhou

Snack brand Lay's drove sales and brand affinity among migratory workers in China with an immersive short-video documentary series on Douyin with an omni-influencer approach.

Campaign details

Brand: Lay's Brand owner: PepsiCo Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Savoury snacks, potato chips Media channels: Word of mouth, Influencers, KOLs, Online videoBudget: 3 - 5 million

Executive summary...

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