BSI Awards | Case Library | LAY'S | LAY'S X SHOW IT ALL VIETNAM | The Best Innovative Social Media Campaign

CASE STUDY VIDEO

STRATEGY

Lay’s, the leading potato chip brand in Vietnam, has consistently embodied the spirit of “All in Joy", delivering a fully immersive and joyful experience in every moment of life. The brand positions itself as a “companion” in moments of fun, especially as music and pop culture increasingly become the centre of social experiences. Building on this direction, Lay’s partnered with Tân Binh Toàn Năng (Show It All) as a Gold Sponsor – a survival-format music training show aligned with international standards, offering not only explosive performances but also fostering a highly engaged fandom ecosystem.

However, in the context of the rapid growth of music shows and the presence of multiple competing brands, simply appearing as a sponsor is no longer sufficient for Lay’s to stand out. Today’s Gen Z audience does not just watch; they actively participate, engage, and form their own highly connected fandom communities. This creates a new challenge for 1BRANDLINK: to help Lay’s truly embed itself within the flow of pop culture and become an integral part of the fandom ecosystem.

Objectives: Reinforce Lay’s positioning as the go-to potato chip brand for gatherings and shared joyful moments among friends. Drive active audience participation, engagement, and co-creation, transforming Lay’s into an integral part of how fandoms connect and express their support for idols.

INSIGHT

In the context of a rapidly growing and increasingly professional fandom culture in Vietnam, especially within survival shows like Tân Binh Toàn Năng (Show It All), “stanning” is no longer limited to passive viewing or simple admiration. Fandom has evolved into a structured ecosystem, where each fan actively seeks ways to contribute to their idol’s journey and success. Building on this, we strategically tapped into a distinctive fandom behavior known as “trả job cho idol” - where fans voluntarily take on “missions” such as streaming content, voting, sharing posts, creating fan content, or even purchasing related products, driven by the belief that every small action can help their idol go further.

CREATIVE IDEA

The message “Tân Binh có Lay’s, Cuốn Vui trọn Show” was strongly amplified through integration formats such as mini BAs and PPL placements. Specifically, Lay’s was seamlessly embedded into the show’s signature moments – from explosive stage performances and “fairy endings” to pre-performance jitters, as well as moments of relaxation, practice, and group interactions.

At each touchpoint, Lay’s enhanced the experience, making it more “engaging” while reinforcing a spirit of joy, connection, and sharing. Over time, whenever young audiences think of fun moments with friends or within fandom communities, Lay’s naturally comes to mind as an essential part of the experience.

CONNECTION PLAN

In Phases 1 and 2, Lay’s focused on building reach and establishing a consistent presence throughout the show’s journey through PPL placements and YeaH1’s media ecosystem. Beyond appearing in familiar moments such as fairy endings or on-stage performances, Lay’s was also subtly embedded into more relatable touchpoints - including snacks during extracurricular activities, morale-boosting gifts before the finale, as well as rewards and sampling at Uni Tour, Meet & Greet events, and artist-led mini games.As a result, Lay’s not only achieved over 1,800 posts and exceeded KPI for screen time (↑ 46.6%), but more importantly, began forming an initial connection with fandom through 600+ pieces of UGC and over 6 million earned media views.

Moving into Phase 3, once brand awareness reached a strong level, the campaign evolved to a new stage: transforming presence into participation. Lay’s expanded its interactive ecosystem with a series of offline activations such as fansigns, fan booths, food trucks, performance integrations, and fan-led projects, while simultaneously amplifying online engagement through UGC, fan art, and brand-centric creative content. Lay’s was also more deeply localised within the show through symbolic PPL executions, including the Lay’s song, a Lay’s Christmas tree, and creative content formats like “Omaka Lay’s” and “Lay’s trộn". As a result, Lay’s became an integral part of the fandom experience – where fans actively mentioned, recreated, and associated the brand with memorable moments in their idol’s journey. Notably, fandom contributed up to 80% of total brand-related discussions, alongside 15 branded booths, 200+ fan art pieces, and thousands of community-driven mini-game participations.

OBJECTIVE-BASE KPI

LAY'S X SHOW IT ALL VIETNAM

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