Driving awareness for LAY'S STAX
Iconic snack brand LAY'S (owned by PepsiCo) wanted to ignite excitement and drive greater awareness for their newest product line- LAY'S STAX within the TikTok Vietnam community.
With the younger generation as the primary target audience, LAY'S wanted to reach out to them in a relatable way. They decided to work with TikTok creators on a Hashtag Challenge (HTC) and Branded Effect (BE).
Total Video Views
Likes, Shares, Comments
Total HTC videos created
Boosting LAY'S STAX HTC with diverse TikTok creators
LAY'S worked with the TikTok Creator Solutions team and engaged a total of 18 TikTok creators from different categories such as Comedy, Family, Lifestyle and food. The diversity in creators chosen allowed LAY'S to achieve a wide reach across TikTok platform.
The brand provided the creators with ample creative freedom to share the HTC in their individual content style, which generated a diverse range of content that were effective in encouraging audiences to participate in the HTC. For example, creator @longchunchun (6.2M followers) used the HTC reward (an iPhone 14 pro max) as his video hook; @funnywiththinh (30.6k followers) hopped on the Wednesday dance trend; while @dnm1025 (3.1M followers) did an interesting transformation from real life to the gamified BE.
LAY'S STAX campaign achieves outstanding results with TikTok creators
The easy-to-follow nature of the HTC and the diverse creative content angles from the creators, helped to drive the immense success of the campaign.
Overall, LAY'S campaign saw impressive results in both HTC and BE achieving several metrics that outperformed the Vietnam market benchmark. The total number of HTC videos (189k+) created outstandingly exceeds the Vietnam market benchmark by nearly 2x, and total video views (272.7M+) exceeds the Vietnam market benchmark by nearly 1.8x! Similar for BE, videos with Branded Effect successfully reached 37M+ views which was 3.4x higher than the Vietnam market benchmark.
“Thanks to the dedicated partnership with TikTok, LAY's has been able to engage with consumers like no one has ever seen before, breaking the many records on TikTok platform in Vietnam. The voice and the diverse creativity of TikTok creators have enabled LAY’s to spread the joy this Lunar New Year."
Brand Manager, LAY’s
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