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Lay's - Coggle Diagram
Lay's
Brand awareness campaign
Objectives
Brand awareness
pandemic have emotional impact for people
working adult
seeking more joy
facial expression
relationship being worse
Donation for NGO of Malaysia
COVID-19 situation
Promote the sop of wearing the mask
Spread the smile
Message
Masks won't stop us from sharing smiles
Smile can help to ease social tensions
Target audience
Demographics
Young adults
aged 18 to 35
Gender
Both
Religion
all
Income
low & above
Psychographics
Personality
lively
Value
sharing joy
in lives
spending time
Attitude
positive
Lifestyle
alway outdoor & love to smile
Geographics
Language
all
Weather
hot & humid
Region
all/
Country
Malaysia
urban & rural area
Behavioral
Usage status
regular user
non user
first time user
loyal status
none
medium
strong
Usage rate
heavy user
light user
medium user
Occasion
all
Idea
50% profits donated to Mercy Malaysia
Donation COVID-19 fund
people who in need in these chlleging times
tagline
Won't stop smiling
We don't stop, Smile won't stop
purchase smile bag
scan QR code
AR technology
take selfie
smile on virtual mask
wearing smiley mask on camera
post receipt & virtual smiley mask
2 bag above
can get own smiley mask
tag Lay's & tagline
enjoy creating the virtual smiley mask
Distribution channel
Social media platform
Facebook & Twitter
taget audience
people aged 30 above
Lay's active on both platform
loyal fans following
increase engagement rate
reach out to more customer
Tone of voice
connection
smile
joy