When Lay’s decided to focus on Iraq as a standalone market, it faced a major challenge: that of appealing to an audience that had come to know and love the locally produced brands it had adopted.
We were approached to help them establish their first proper online communication to the Iraqi and Kurdish audience. Having hands-on experience in the market, we knew that the key to success lied in sounding and feeling local to our target audience. We thus built our social media strategy and online content atop this foundation.
We developed a social media strategy, working closely with partners in Iraq to include both Iraqi and Kurdish audiences. We then set up a 2 days social media content shoot in Lebanon, cast models that looked relatable to the Iraqi audience, and developed a full content library to cover all axis of communication set by the strategy. The shot content was coupled with creative and engaging activation ideas in order to engage the audience with games and competitions.
The produced posts thus aimed at building audience relatability, showcase the quality and crunchiness of the product, and position Lay’s as the center of every friends’ gathering.
As soon as the page launched, the positive sentiment was evident with both Kurdish and Arabic fan base, who felt involved and shared hundreds of organic comments, slowly but surely helping Lays re-establish itself as a national product that understands its audience.