Lay’s ‘Smile Deke Dekho’ influencer outreach gets over 200 mn impressions
Lay’s, the potato chip brand from PepsiCo, has received great traction for its influencer outreach programme on social media, which was part of its ‘Smile Deke Dekho’ campaign. Rolled out in October 2019 globally as well as in India, through ‘Smile Deke Dekho’ Lay’s has been giving its staid packaging a quirky look to showcase how a smile can universally connect and convey a mood or emotion effortlessly.
The campaign saw Lay’s pursuing a massive influencer outreach programme on social media, wherein they reached out to more than 750 influencers sharing Lay’s ‘Smile Deke Dekho’ packages with them. Cricketer Shikhar Dhavan and influencers like Parth Samthaan and Erica Jennifer Fernandes were a part of this campaign on Instagram. Lay’s customised the packs for more than 350 influencers, sharing with them specially curated packs with their own smiles.
Brand Lay’s claims to have recorded more than 200 million impressions and an engagement of over 10 million on social media for its influencer outreach programme.
To further amplify this campaign in mass media, Lay’s also rolled out a series of TVCs in October last year as part of its ‘Smile Deke Dekho’ campaign, featuring brand ambassadors and youth icons Ranbir Kapoor and Alia Bhatt. Further, the launch of the Lay’s ‘Smile Deke Dekho’ musical, featuring Ranbir and Alia took the Internet by storm, recording a massive total of 120 million+ views and 60 million+ reach till date and counting, as claimed by the brand.
In addition to this, Lay’s also activated two unique challenges on TikTok, which has resulted in more than 34 billion views and over 40K user-generated videos on the popular app. The challenge urged users to share maximum smiles in less than 10 seconds, with the catch that the smile must be unique and different. The challenge saw over 5 billion impressions and 10,000 user generated content painting TikTok with Smiles through the fun challenge in a matter of just 72 hours.
Speaking on the impact of the campaign, PepsiCo has claimed that the ‘Smile Deke Dekho’ campaign has resulted in further improving Brand Lay’s imagery scores as well, with a significant spike in key parameters, including Attractive Packaging (+7pp v/s H1’19), Youth (+13pp vs H1’19) and Trendsetting (+6pp vs H1’19), in the second half of 2019, further to the launch of the Lay’s ‘Smile Deke Dekho’ campaign.
Meanwhile, Lay’s also claims to have grown 18 per cent faster during the campaign, compared to the pre-campaign period.
Instagram user Tanima Samaddar in her post on the platform mentions about the unique way in which the campaign affected her. Samaddar says that she used to be very conscious about her tooth gap and avoided smiling or grinning. But when Lay’s featured her smile on one of the packs, it gave her the confidence to smile more often.