Lays Potato Chips-Brand Marketing Strategy!

As the saying goes, food is the most important thing for people. Food is one of the indispensable items in our daily life and it is closely related to our lives. With economic development, people's living standards are improving, the variety of food is becoming more and more abundant, and food safety is receiving more attention and attention. It can be said that consumers' awareness is driving the development of the food industry, and the development of the food industry will also have a profound impact on consumers.

Through Xigua Weishu’s industry traffic dashboard, we can see that the food industry’s daily data on Weibo is very high, such as the number of Weibo posts, likes, reposts and comments, etc. This also indirectly reflects people’s attention to the food industry and the trend of continuous development of the food industry.

Data source: Xigua Micro

The snack market is an indispensable part of the food industry. In recent years, the snack market has also been booming. According to online data, 66% of adults eat snacks at least once a day. However, with the popularization of quality life and healthy concepts, snacks and consumers' views on snacks are completely different from before and have undergone tremendous changes. Consumers are now looking for snacks that are moving towards health. Today's health-conscious consumers like snacks that can fill their stomachs and increase nutrition in a convenient way, and that can adapt to their fast-paced and busy lifestyles.

Puffed snacks are the category with the most obvious health trend in the snack market. For example, the potato chip giant Lays has launched a natural flavor series of additive-free potato chips. According to the Lays brand, the potato chips have no added trans fatty acids, no preservatives, no sweeteners, and are fresh and delicious. The Lay's brand has fully utilized consumers' demand for healthy snacks and also brought development opportunities to its own brand.

The editor analyzed and found that in the last two weeks of April, Lay's brand voice ranking on Weibo was not high, both around 70th, but in May the ranking had a significant increase, from 29th in the first week of May to 8th in the second week. So why has Lay's brand voice ranking improved so significantly? This has a lot to do with a series of recent marketing campaigns of the Lay's brand.

Data source: Xigua Micro

01 Launch new products and actively interact with consumers

On May 3, the Lays brand announced on its official blog that the new Lays Potato Chip Workshop series will be launched soon. The brand said that this series of potato chips combines high appearance and super deliciousness. In addition to the double popular avocado flavor and purple potato flavor, five other unprecedented surprise flavors will also be launched. At the same time, the Lays brand also launched an event where you can guess the flavor of the potato chips and get a whole set of new potato chips for free. Netizens have participated in the event, which has added another round of exposure and publicity for the new potato chips that will be launched soon.

The editor analyzed and found that in the recent period, positive and neutral comments on the Lay's brand Weibo reached 98.07%, and negative comments accounted for only 1.93%, indicating that consumers are quite satisfied with the activities launched by the Lay's brand. Consumers' favorable impression of the brand is conducive to the brand's next publicity planning.

Data source: Xigua Micro

02 Collaboration with Hao Huan Luo brand

On May 4, the Lays brand announced on its official Weibo that it had collaborated with the snail noodle brand Hao Huanluo to launch crispy big wave potato chips PLUS sour and refreshing snail noodle flavor. Once the news was announced, it immediately caused heated discussions on Weibo, and the topic #螺蛳粉土豆片# also exceeded 40 million readings. The perfect combination of thick big waves and the classic flavor of Liuzhou snail noodles, one bite of sour and crispy, started a double decompression moment. Many snail noodle lovers and potato chip lovers bought it to try it out.

Through brand public opinion analysis, it was found that after the launch of snail noodle flavored potato chips, the Lays brand has established cooperation with many Weibo bloggers (as shown in the figure below), most of whom are food bloggers, including top bloggers with more than 8 million fans. Food bloggers promote potato chips to fans and consumers through food reviews and food recommendations, making snail noodle flavored potato chips famous and sales soaring.

Data source: Xigua Micro

03 Official announcement of popular celebrity endorsement

On May 5, Lay's released photos of Li Xian as the spokesperson on Weibo and called on fans to get the same work tool as the spokesperson to have a romantic and delicious Lay's meal. On May 8, Lay's released an advertising video of spokesperson Li Xian and called on fans to try the Lay's Potato Chip Workshop, where you can see the ingredients and every bite is nutritious. The real ingredients will quickly get you back to your best, and the colorful flavors and high-gloss appearance will continuously add buffs to your taste buds. These two rounds of pre-promotion have laid a good foundation for the official announcement of the spokesperson.

On May 17, the Lays brand promoted Li Xian’s endorsement on its official Weibo account. Later, Li Xian himself also posted a message on Weibo to promote Lays, and Li Xian’s official fan club also reposted the Weibo for further promotion.

In addition, through Xigua Weishu, it was found that Li Xian performed well in the celebrity power rankings and ranked quite high among all the celebrities on Weibo. His super high popularity and strong traffic have increased a lot of influence for the Lays brand. At the same time, by serving as a brand spokesperson and vigorously promoting the brand, Li Xian's own ranking in the celebrity power rankings has also improved a lot.

Data source: Xigua Micro

The data on likes, comments, and reposts of the Lays brand on Weibo are usually at a relatively stable level. After the spokesperson news was announced on the 17th, these data have increased significantly, which is much higher than the usual data. This shows that leveraging celebrity traffic to exert the fan effect is a very good marketing method for brands.

Data source: Xigua Micro

04 Brand Live Broadcast

In addition, the Lays brand has held a total of 20 live broadcasts in the past 30 days. These live broadcasts not only increased product sales, but also used live broadcasts to allow more people to know and understand Lays, thereby expanding the consumer group.

Data source: Xigua Micro

In summary, Lay's has significantly improved its brand reputation through this interlocking marketing, which can be summarized as follows:

1) Innovation: Launch new product series to attract consumers’ attention and promote product sales through active interaction with consumers.

2) Cross-border cooperation: Following the trend of the times, we cooperated with the popular food snail rice noodle to launch potato chips with unique flavors on the market.

3) Celebrity effect: Choose current popular celebrities as brand spokespersons, expand brand influence through celebrity popularity, and at the same time exert fan effect.

4) Brand live streaming: Use live streaming to let more people know and understand Lay’s and expand the consumer base.

The above is all the content of this issue. Thank you for reading.

Author: Watermelon Micro

Source: Watermelon Micro