Lay's launched a #Heartwork campaign to distribute special gift packs to over 1000 micro-influencers across India to thank essential workers during the pandemic. They worked with influencers to promote the campaign and drive donations through social media posts and stories from July to September 2020. This resulted in over 3.8 million engagements and 4.76 million impressions at a fraction of the estimated perceived value of 158 lakhs, saving the brand over 1.44 crores. Key learnings included influencers' appreciation for the campaign message and personalized boxes, while delays in some deliveries and packaging occurred due to lockdown restrictions.

1. LAY’S #HEARTWORK PACKS TO MICRO INFLUENCERS
1st July – 14th September 2020

2. THE BRIEF
Building on the connect formed with close to 1500 micro-
influencers from the Smile campaign,
LAY’S continued the trend by introducing LAY’S
#Heartwork special packs to the extended LAY’S family
securing reach, awareness, engagement and brand love.
Furthermore, the idea was to ensure every corner of India
learnt of the LAY’S #Heartwork campaign through multiple
social media posts that showered gratitude and drove
donations for the unsung heroes of the country – farmers,
truck drivers, retailers and many more.

3. OUR APPROACH
3 box & cotton pack types Designing + printing
Buying lays packs INR 20 pack
Special note as per pack type Designing + printing
Corrugated box To protect the box
Courier All India Under Covid19 lockdown
Coordinating with the influencers Calling to ensure messaging comes across
On connecting with the overall database of influencers we saw immense interest to participate in the campaign.
We connected with each of them individually and briefed them on the LAY’S #Heartwork Campaign
and urged them to spread the word on their social media pages.
Alongside the outreach, we worked on preparing over 1000 LAY’S Heartwork boxes with customized letters and LAY’S
Heartwork packs for each influencer, which was then shipped to their personal address amid a partial lockdown.
After the deliveries were made, we individually connected with each of them for feedback

4. Date Total Packs Sent
Promised
Engagement
Total Influencers
engaged
Posts Done Stories Done*
PHASE 1
1st July – 20th August
900 700 737 587 506
PHASE 2
20th August – 14th
September
500 N/A 321 266 379
Total 1400 - 1058 853 885
RESULTS
* Tracked as per listening tool (excludes stories without hashtag/brand handle)
• Reached out to 1400 influencer for the activity
• 75% of the influencers organically posted on Instagram – 1058 influencers
• On an average each Influencer did 1 Instagram post & 3-4 Instagram stories

5. CAMPAIGN PERFORMANCE SUMMARY
ENGAGEMENT : 3.81 M
REACH : 4.76 M
MICRO INFLUENCERS : 1058 activated
POSTS/VIDEOS : 1738* (posts + stories)
Total Activity Duration: 1st July – 14th September 2020
* Tracked as per listening tool (excludes stories without hashtag/brand handle)

6. No. of Followers
Influencer
Count Influ
encer Post
Perceived Price (per
Influencer per
Deliverable)
Total Amount
0-10k 277 6,000 16,62,000
10-50 K 521 15,000 78,15,000
50k - 1L 39 30,000 11,70,000
1L - 9L 16 50,000 8,00,000
Stories 885 5000 44,25,000
1,58,72,000
Perceived Value Vs Cost
1 - By doing Barter campaigns brand
spent
INR 14 Lakhs all inclusive.
2 - Compared with the perceived
value of
INR 158 Lakhs.
Saving done by the brand:
INR 1.44 Crore
CAMPAIGN PERCEIVED VALUE & COST SAVING

7. KEY LEARNINGS AND TAKEAWAYS
What Worked:
• All influencers loved the campaign thought and appreciated how LAY’S
urged other brands to thank the unsung heroes.
• Influencers were elated to receive a repost from the brand handle.
• Corrugated boxes helped provide extra protection during mass delivery
• Everyone followed the brief & tagged & thanked ppl personally as well.
• Lot of fan engagement came and phase 2 was done out of sheer demand.
What Didn’t Work
• Influencers were slightly unclear about the cotton packs. Would
recommend printing - DO NOT OPEN at the back of the pack.
• Couriers were delayed under lockdown in certain areas.
• Under COVID19 of social distancing packaging guys had to work overtime.
Influencers who didn’t post wanted more than 1 pack of chips in the barter or wanted a payment for their post.

8. CAMPAIGN HIGHLIGHTS

10. 1L followers, 33625 views ; 280 comments -
https://www.instagram.com/p/CDRSVpqDIxl/?igshid=f5ixmyrfbp78

11. 78k followers, 10174 likes ; 52 comments -
https://www.instagram.com/p/CC56JAjnmd5/?utm_source=ig_web_copy_link

12. 15.6k followers, 4632 views ; 26 comments -
https://www.instagram.com/p/CDOVqTuDCX2/

13. 17.6k followers, 3970 likes ; 49 comments -
https://www.instagram.com/p/CDGHF6uFRO-/?igshid=ohkteyy2uw7u

14. 8.8L followers, 2307 likes ; 80 comments -
https://www.instagram.com/p/CDN3zyFnN3r/?igshid=ynqxo89ho1f6

15. YEH
KEHLATA HAI!