Lay's

The Objective

Lay's aimed to amplify its brand presence and engagement in Portugal during the UEFA Champions League, leveraging the popularity of football legends David Beckham and Thierry Henry. The goal was to create a memorable and engaging campaign that would significantly lift ad recall and drive extensive reach and impressions.

The Solution

To achieve these objectives, Lay's deployed a strategic campaign on TikTok, utilizing high-impact ad formats such as TopView and In-Feed. As the first advertiser in Portugal to implement Brand Lift Study (BLS) on TikTok, Lay's set a precedent for innovative digital marketing. The campaign capitalized on the visual appeal and wide reach of TikTok, with engaging content featuring David Beckham and Thierry Henry to resonate with football fans.

The use of multiple ad formats ensured extensive audience engagement:

• TopView: Captured attention immediately upon opening TikTok, showcasing Lay's association with the UEFA Champions League.

• In-Feed Ads: Integrated seamlessly into users' content streams, maintaining engagement and reinforcing the campaign message throughout the competition.

The Results

The Lay's UEFA Champions League campaign achieved impressive results, demonstrating the effectiveness of a multi-format approach on TikTok:

• Ad Recall Lift: Achieved a significant 14.8% increase, indicating strong brand impact and memorability.

• Total Impressions: Generated 21.1 million impressions, demonstrating high visibility across the target audience.

• Total Reach: Reached 2.38 million unique users, ensuring widespread brand exposure.

This campaign set a new standard for digital marketing effectiveness in Portugal, showcasing the potential of TikTok's ad formats to drive significant brand lift and engagement at scale.