SITUATION

Lay’s STAX has been deeply involved in promoting outing occasions and it is necessary to enhance product awareness and brand affinity among local young consumers.

BRIEF

During the 2023 National Day Holidays, Lay’s needed to enhance the visibility of STAX in various channels through thematic brand communication activities and reinforce the connection between the products and the outing occasions.

OBJECTIVES

1.Strengthen young consumers’ awareness of STAX and product bonding with outing occasions.

2.Boost STAX product sales.

3.Enhance consumers’ brand affinity.

As a new cultural ambassador for Guizhou, Lay's customized a nationwide cultural-heritage-focused program with CCTV by blending traditional craftsmanship and local festivals into an appealing narrative for young people. Meanwhile, we launched three limited edition STAX cans featuring elements of Guizhou's intangible cultural heritage, Miao Silverware (a type of silver ornament), Lusheng (a Chinese traditional instrument), and Batik (a wax-resist dyeing technique). We also co-hosted a launch event with the local culture and tourism authority to ignite nationwide enthusiasm for heritage preservation and tourism.

TARGET AUDIENCE

18-35 y.o. consumers who are interested in travel.

APPROACH

Lay's STAX, the perfect travel snack, took on the role of local cultural ambassador with its unique can design. We designed a campaign that not only instilled local pride but also made STAX instrumental in achieving mutually beneficial outcomes for preserving Guizhou's heritage and promoting tourism.

1. Product Strategy: To launch three limited edition STAX cans featuring elements of Guizhou intangible cultural heritage.

2. Content Strategy: To customize a special program showcasing traditional intangible cultural heritage in Guizhou through partnerships with an influential cultural program from CCTV.

3. Experience Strategy: To collaborate with the Guizhou government to create local cultural events.

EXECUTION

1. Communicate with CCTV and the program production team

2. Invite representatives of the local cultural and tourism authority to attend the program launch event

3. Special program production and placement on media

4. Social media communication planning

5. Coordination of influencers and social media placement.

TIMELINE

Planning: 08/10-09/10

Shooting and Production: 09/15-09/30

Online Broadcasting: 10/01-10/07

PLACEMENT

Social Platforms： WEIBO, RED, DOUYIN, WECHAT

CCTV Resources：

1. Promotional clips broadcasted during CCTV golden time;

2. Campaign amplification with CCTV media matrix.

Scale：

1. Impressions: 550M

2. TA Coverage: 120M+

BUSINESS IMPACT

Lay's STAX Y.O.Y Business Growth

Limited Cans: +346%

Original Cans: +127%

IMPRESSIONS 550 M+

TA COVERAGE 120 M+

CONSUMER AWARENESS

DOUYIN(Chinese TikTok)：

1 M+ likes on the original special program video

STAX search volume increased by 501%

RED(China widely using social platform)：

33.5% coverage of outing TA

Weibo (Top social media in China)：

News Trending TOP1