Lays appreciates COVID heroes and inspires millions with its influencers marketing strategy
- Jan 18, 2022
- 2 min read
Updated: Feb 11, 2022
Campaign - #Heartwork
Model - Barter
Objective
Lays launched the campaign 'Heartwork' to recognize the efforts of people who performed their duties relentlessly during the challenging times of the COVID outbreak. The campaign required engagement and participation from people across digital media. Lays integrated influencer marketing as a part of its digital marketing planning. Truly the brand is tapping into the potential that millions of micro and macro influencers carry proving a very important point: Influencers Marketing plays an integral part in increasing the reach of a brand.
Strategy
Geek reached out to thousands of influencers from categories such as lifestyle, entertainment, food, and music to promote the campaign. A big contribution was made by the premium bloggers of the Geek army that helped the campaign swing at full speed with millions of their followers.
Below is the profile of the micro-influencers that participated. Originally, the brand had finalized to go with 900 influencers but as the posts started rolling out, seeing the response... the management decided to go with 500 additional influencers.
Explaining the idea behind the special ode, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude& appreciation to each one of them. It is thanks to their efforts that LAY’S is able to bring joy to millions of consumers in India.”
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