Campaign Challenge
Lay's MAX needed a new-product-development launch that broke through the snack category's noise. The route was magnet KOLs — creators whose own interests and audiences mapped precisely onto the target — used to make the launch a cultural moment.
Our Approach
Magnet KOL Casting
Planned content tactics by strategically selecting KOLs whose interests aligned with the target audience.
Plan Outperformance
Exceeded plan by 19%, generating over 2 million impressions and reaching more than 1.8 million people.
Engagement Peak
Achieved a 33% engagement rate, far above category norms.
Trend Domination
Drove the launch to a #2 peak on X (Twitter) trends.
Campaign Results
The launch exceeded plan by 19% with over 2 million impressions and 1.8 million reach, achieved a 33% engagement rate, and peaked at #2 on X (Twitter) trends — turning the NPD into a genuine cultural moment.