BRIEF:
• Open Lay’s, Open the World is a new flavors launch and consumer engagement campaign. Objectives are to drive consumption through new flavors launch and to drive frequency through Nationwide Promotion (Get Chance EVERYDAY!! to win your dream trip in England, Japan, or Korea, just simply send unique code in pack from Lay’s any flavors any sizes for FREE! and get chance to win trip and premium every weeks)
• To dramatically break the previous success of annual promotional activity by increasing the total amount of participation from last year under the theme “Open Lay’s, Open the World”.
• To dramatically break the previous success of annual promotional activity by increasing the total amount of participation from last year under the theme “Open Lay’s, Open the World”.
CHALLENGE: Our challenges have two prongs;
• Dramatically drive activity and promotion against economic downturn and first ever growth drop in FMCG category.
• Utilize Lay’s LINE as key channel, with over 6.5 million fires to promote our campaign, however, LINE channel has the highest level of blocks, especially when itcomes to Brand’s related.
• Dramatically drive activity and promotion against economic downturn and first ever growth drop in FMCG category.
• Utilize Lay’s LINE as key channel, with over 6.5 million fires to promote our campaign, however, LINE channel has the highest level of blocks, especially when itcomes to Brand’s related.
SOLUTIONS:
We aim to break away the barriers in one of the most difficult channel,to overcome blocking and transform it into our most loved channel. Our Idea: “Direct Line To Their Heart” Begins our campaign by understanding a true needs of our consumers, in order to send right message to the right audience,to their heart. Adopting a pull-message based strategy, by involving big data from consumer behavior and conversation from various sources, such as: search volumes and social listening tools. Leveraging on the needs and curiosity of the consumers to constantly optimize the most relevant messages.
Diversifying Line Features: Direct message to their heart
• Changing our Auto Reply Keyword an easy to use Tourist Information Center
• Turning our content into consumer’s very own Travel Guide Book
• Amalgamating all the information into our rich menu to make a convenient Travel Kit
• Changing our Auto Reply Keyword an easy to use Tourist Information Center
• Turning our content into consumer’s very own Travel Guide Book
• Amalgamating all the information into our rich menu to make a convenient Travel Kit
Wanna Join us?, Free Booking… Just submit the code
• Instead of using SMS messages, consumers could send the code through website by our LINE account take set up rich menu like to website , allowing us to not only receive information from consumers but also allowing us to engage with them through customized & incentives based activities
• Instead of using SMS messages, consumers could send the code through website by our LINE account take set up rich menu like to website , allowing us to not only receive information from consumers but also allowing us to engage with them through customized & incentives based activities
RESULTS: Breaking the ultimate success in just 1 tool
• Awareness raise to 6.5 M people
• Total participation rate in Line channel is 15% from Total Fan
• Expand brand love via content engagement 780k clicks
• And for the first time ever, our LINE Account has the lowest block rate ever
• 0 THB Media Cost for expansion of these awareness & participation drive
• Awareness raise to 6.5 M people
• Total participation rate in Line channel is 15% from Total Fan
• Expand brand love via content engagement 780k clicks
• And for the first time ever, our LINE Account has the lowest block rate ever
• 0 THB Media Cost for expansion of these awareness & participation drive
