Lays wins over Slovak market with low budget Facebook campaign

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How do you make a low budget online campaign for a brand that has awareness of 4%? This campaign for Lay's potato chips shows how, with a little local knowledge and some creative thinking, a small budget social media campaign can make a big impression. Over the course of the campaign, the Lays Facebook page racked up over 4 million visits- quite some reach considering Slovakia has a population of 5 million.

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Brand: Lays/ Walkers | Country: Slovakia | Agency: Mark BBDO | Sector: FMCG, Food | Format: Video, social media

Despite its large global reach, Lays had only 4% brand awareness in Slovakia. The Pepsi-owned brand decided to create a national Facebook campaign that celebrated Slovak culture, while pushing its ‘best potatoes’ message.

The campaign, called ‘A Big Thank You From America’, featured videos from Lay’s Facebook page showing US citizens enjoying the country’s national (potato-based) dish ‘Halusky’, with diners sending messages of thanks to Slovakia.

The campaign was seeded across Slovakian media and blogs, and soon notched up visits of over 400,000 per week.

In phase two of the campaign, the company began ‘exchanging’ Lays potato chips to Slovakia as a thank you gesture, under the strapline ‘the best potatoes for the best potatoes’.

The campaign was supported by contests that invited fans to send their Halusky recepies in exchange for a box of Lays.

Over the course of the campaign, the Lays Facebook page racked up over 4 million visits- quite some reach considering Slovakia has a population of 5 million.

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