Case Study: Lay's achieves 5% sales lift, 5% more reach and 3% lower cost per impression with Instagram

Lay's - Customer Case Study

Lay's, the iconic crisp brand founded in 1932, wanted to boost awareness and in‑store sales for its Flavor Swap recipes by getting fans to try and vote on new versus classic flavours. The challenge was to heat up mobile awareness and increase offline sales while lowering the cost per impression.

Working with OMD, Deep Focus and Adaptly, Lay's ran a four‑video series on Facebook and Instagram in Feb–Mar 2016 that pitted classic flavours against new ones, encouraged votes and drove traffic to FlavorSwap.com; the campaign targeted 18–49-year-olds and used Facebook reach and frequency. Measured by Datalogix, adding Instagram increased reach by 5%, cut cost per impression by 3% and lifted sales 5% versus Facebook alone, delivering strong in‑store results and return on ad spend.

Lay's

Atin Kulkarni

Senior Director Of Portfolio Strategy