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Frito-Lays Creates a Commercial EXCLUSIVELY through Influencer Content
How the biggest brand in snacks turned influencers into their own production team
Ali Kaltman
November 24, 2024
Brand: Frito-Lays
Campaign: “Let’s Summer” Commercial
Read time: 3 minutes
Today’s newsletter is brought to you by Popular Pays by Lightricks.
💬 Overview 💬
Covid-19 was a different time…
But the scrappiness that came with it was unhinged.
Justin Bieber & Ariana Grande shot a music video completely from their homes.
SNL managed to film entire episodes through Zoom.
I was on the innovation team at AB during Covid, and we had to shoot our own brand content given that no agency could do it.
Difficult times (and resource constraints) often yield the best, coolest, and most innovative campaigns.
Enter: Frito-Lays
Let’s get into it…
💙 The Branded Moment 💙
It’s 2020…
Frito-Lays had not yet shot their summer campaign content.
A brand that stands for bold concepts & togetherness could not do just that… get together.
Realizing that influencers already had all the necessary equipment (tripods, cameras, etc)
They consulted influencer platform PopularPays to brief a ton of influencers.
And what they got back was pretty amazing…
Frito-Lay/PepsiCo
What I loved most about this concept is:
1) Frito-Lays got incredible content from influencers who already had the equipment & expertise to shoot at home
2) They automatically got access all influencer channels (IG, YT, etc.) to promote the campaign
PLUS they didn’t have to re-shoot for social cutdowns either.
It’s pretty genius…
💡 Results 💡
According to PopularPays, Frito-Lays halved production time, and they were able to have a full commercial in 1 month and 1 week from brief.
(It usually would take the brand months, if not years)
The commercial itself got 10 Million impressions across platforms and exceeded the brand’s average attention score by 22%.
Plus, all creators posted the campaign even though that wasn’t in their contract because they were so excited about the commercial.
Safe to say it was a success.
🎬 Take Action 🎬
How do you leverage influencers in new ways?
Frito-Lays leveraged influencer content for a COMMERCIAL and then doubled down by having influencers push them out on their own channel.
Double-whammy
What are the ways in which you can leverage influencer content beyond paid media?
How can you reuse podcast reads? Content for commercials? On OOH?
There’s so much untapped real estate here…
What’s New This Week
One new product I tried this week 👉 Catalina Crunch is the best in yogurt
One new campaign I’m loving 👉 Nest x Fifth Ave creating scents from the 47th to 59th St stretch
One new piece of content I’m watching/listening/reading 👉 Jaguar’s New Campaign Adweek had a great pros/cons article that I enjoyed
How do you influence at scale?
Brand marketing is hard enough. Managing each influencer individually is NOT something I’d recommend (and I've tried…)
Popular Pays by Lightricks is the ultimate platform for influencer marketing at scale.
You can choose from a pool of 100k+ creators and get high-performing influencer content for your brand and brief them at once.
Additionally, with SafeCollab (their newest feature), you can ditch the 4-6 hour process of manually vetting influencers and instantly check each creator's content, social history, and cross-platform presence for brand alignment.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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