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Lay’s is the American potato chip brand and the name of a company founded in 1932. Since 1965, it has become a Pepsi product. As a world-renowned brand, since 1938, Lay’s has spread its irresistible delicious and happy brand spirit around the world and entered the Chinese market in 1993. The brand concept of Lay’s is “becoming a brand that makes people smile”.


TikTok, also known as Douyin in China, is a Chinese music video platform and social network. The TikTok mobile app allows users to watch musical clips, lip-sync to songs, shoot short videos and edit them with built-in special effects and filters. (Wikipedia) https://en.wikipedia.org/wiki/TikTok


Lay’s launched campaign in the Tiktok. The campaign time is on June,2018. Lay’s use hashtag #It’s the potato chips that hit me first# to make public engaged this campaign. People need to use Lay’s product to show an unlimited style video, which caused huge traffic online. The number of UGCs who participated in the two-day on the Tiktok broke through 4.9w+, and the evaluation praised 30% higher than the other similar brands. 


 What is the goal of this campaign?  Firstly, The core of communication is to use the BGM of “crisp” to convey lay’s potato chips, which can strengthen people’s image. Secondly, the campaign uses BGM to spread, causing different types of UGC creative content, which can attract people’s eyes.The direction of new marketing is "sensory marketing", and vision is not the only focus. In physical stores, we can also communicate with customers through smell and touch, but based on video, in addition to vision, hearing has always been a neglected link.

Lay's launched this campaign, which lead  so many people engaged the campaign. Also, this campaign caused huge response online. I think this campaign is very successful, not only reinforce people's image about Lay's, but also it improve product sales.  


work cited: https://en.wikipedia.org/wiki/TikTok

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