Canned chips are less innovative in terms of flavor and ingredient, which made the consumers lack of interest and stay in a restraint impression. GP had tailored a unique livestream marketing event for Lay’s. The event managed to spread the words that Lay’s STAX series has launched a new product line featuring two ingredients and new flavors to increase its market share and improve sales.
Based on the accurate insight of the trend that consumers prefer tasty snacks with good looks, and enjoy entertainment shows, GP invited one of the top Internet celebrities, Li Jiaqi, and Lay’s brand ambassadors, famous actors Chen He and Sun Yizhou, together to host a livestream show including catwalk show, entertaining interaction and shopping.
This event attracted a wide range of attention by having celebrity guests’ and their fandoms; the interaction and communication between these guests conveyed the product features, leading attention to the products; the catwalk show presenting Lay’s x Peacebird co-branded clothing spiced the event up; the livestream, pairing with Tmall Food Festival, converted the attention to sales; In the end, qualifying consumers was offered more benefits by participating in a lucky draw to win limited-edition sets and gifts with celebrity autographs. This event created many new records for a marketing event, such as level of exposure, discussion, and interaction, as well as the sales.
2019 Launch Campaign of Lay’s STAXX Show Case