As the leader in Thailand's billion-dollar potato chip market, Lay’s Thailand was determined to keep innovating in order to stay on top. But with a crowded social media space, how could Lay's Thailand ensure that it could stand out and retain mindshare with its customers? The answer: by tapping into the power of innovation, the energy of connections and the creativity of the people themselves.
Lay's Thailand embarked on a fresh strategy on TikTok with its #LetsDancewithLays Branded Hashtag Challenge. The challenge encouraged people to get on their feet, move with the beat and generate the kind of excitement, fun and energy which is synonymous with the brand.
With more than a million followers on social media, well-known Thai singer Palitchoke Ayanaputra, or Peck as he is affectionately known, was picked as the ideal candidate to front the campaign. His large fanbase in Thailand helped to amplify the campaign’s awareness, paving the way for increased brand exposure and participation across the country. The campaign even introduced incentives such as meet-and-greet sessions with Peck or the chance to win autographed memorabilia. As a result, numerous key opinion leaders (KOLs) took part in the campaign by creating and posting their own videos online with the campaign hashtag. This resulted in a large amount of high-quality user-generated content (UGC).
The easy-to-follow dance challenge incorporated simple choreography, allowing users of any age to learn the dance steps and replicate them on their own. The inclusion of Lay’s signature “crunching” sound effect midway through the routine helped add a touch of originality and create lasting exposure. To really drive the initial burst of awareness for this campaign, Lay's Thailand also launched Brand Takeover and In-Feed ads to ensure maximum visibility and reach for the challenge.
All in all, Lay’s Thailand received 80.6 million video views, while generating more than 109,900 video submissions and 69.3 million impressions. In fact, at 11.3 percent, the #LetsDancewithLays campaign generated one of the highest engagement rate of a campaign run by the F&B industry in Thailand in 2020. Part of the success was because consumers saw the campaign as native content, rather than a paid commercial ad. Seeing fellow TikTok users spread the word about the brand created a sense of familiarity and resonated with the masses.
More impressively, three of the top ten videos with the highest completion rates were user-generated content submitted by TikTok users. By melding together originality and innovation, Lay’s Thailand was able to engage with audiences effectively while retaining their market leadership in one of the most competitive F&B markets in the world.