Spicy salsa, rich ranch, or gratifyingly good guac, just what is the perfect dip to plunge a Lay’s Bugles® cone into? Well, rather than merely guess, or commission a costly and time-consuming focus group, the Lay’s Bugles® team (a Lay’s® crisp brand and part of the PepsiCo® family) decided to ask its customers how they like to devour theirs through the medium of a fun and engaging interactive poll experience.
In return for sharing their preferences, lucky customers had the chance to win a year’s supply of Lay’s®, an apero box, or a home chef experience. Chip, chip hooray!
Campaign objectives
For brands like Lay’s Bugles®, nurturing direct-to-consumer relationships is slightly more complex with the product sold exclusively through third-party retailers. Although millions of customers eagerly purchase unique Lay’s Bugles® crisp cones, in essence, they are a customer of the retailer.
By leveraging data-gathering interactive experiences, Lay’s Bugles® would have the ability to promote its product straight to its target consumers, bypassing intermediary channels, as well as collecting valuable first- and zero-party data. The Lay’s Bugles® team opted for Marigold Engage+’s poll experience with the following campaign objectives:
- Grow the first-party database for future marketing initiatives
- Enrich audience profiles with quality demographic and preference data
- Seamlessly ingest data into the brands CRM in real-time
Poll solution
Upon landing on the experience, customers were presented with several colorful voting options to choose the perfect dip accompaniment to companion Lay’s Bugles® crisp cones. Once the user had plumped a favorite, for their vote to be counted they were required to submit a small amount of data, including name and email address, as well as zip code and telephone number to augment demographic data in the CRM.
Social sharing options helped amplify the campaign, complemented by a comprehensive paid media campaign across Facebook, Instagram, and Pinterest. The campaign experience was effortlessly cloned and translated to be deployed in multiple markets.
Collecting these consumer insights at speed and scale has enabled Lays to understand more about its consumer’s preferences and fuel future product development and marketing activities.
For more information about Marigold Grow can help CPG brands build direct-to-consumer relationships and own customer journeys download this ebook, Unlocking Direct-To-Consumer Relationships In CPG.
