Project Main Details
We are creating a case study video for the campaign we are working on with Frito Lay Canada - Lay's Do Us A Flavour! Taste of Canada! The video will be less than 2 minutes in length and will be used for internal and award submission use only.
What We Are Looking for
Gender | Male
Age | 35 – 45
Description | The voice is smart, sophisticated, and has a lot of passion behind it. The voice is not overpowering or aggressive.
Reference | Anthony Bourdain
Bourdain’s Narration - https://www.youtube.com/watch?v=cInxyizZ-cA 2015-06-15 20:36:18 GMT 2015-06-17 12:00:00 (GMT -05:00) Eastern Time (US & Canada) Yes (click here to learn more about ) Closed 28 19 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 100 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 28 audition(s) and/or proposal(s) so far.
Lay’s Do Us A Flavour is back and this year it’s all about the Tastes of Canada!
After two years though, our real challenge was make sure the campaign didn’t exceed its shelf life so we had to amp up this campaign and take over the Internet.
Studies showed that mobile video increased 532% in the last 2 years and 1 in every 3 minutes on mobile was spent on Facebook. So we knew that’s where we needed to win.
But with Facebook’s recent changes causing organic reach to diminish and without millions in media support, any Facebook content could simply get lost.
So instead of making one big hero video, we developed unique videos for each consumer and set an outrageous goal of trying to get 10 MILLION video views which would take over every Canadian newsfeed.
How’d we do it?
We started with four video themes combining Lay’s and Canadiana.
Each theme had a different style of animation and over 35* variations, including:
Different regional backgrounds, Canadian characters, Lay’s colours, special movements, changing parts, and different beginnings, middles, and endings.
These 135 options were further personalized with the fan’s name, flavour title, and their three favorite ingredients, which made every single video 100% unique.
But we also had to compile them instantly so they were fast and fun for our short-attention spanned target.
Our technologists built and developed a seamless backend so that each personalized video was compiled, rendered, and ready in under 3 seconds. And when shared to Facebook, videos would auto-play so they drew attention as friends scrolled through your newsfeed.
Fans were impressed! And because it was fun and easy, they entered multiple times. And with each new flavour, the videos proved to be endless.
After eight weeks*, the flavours added up. From mouthwateringly delicious to absolutely hilarious to WTF!
But that’s not all that added up:
- Across Canada almost 1 million flavor ideas were submitted and engagement was through the roof
- 33% of submitters opted in for future communications
- With all the variations we averaged over 50,000 new videos each week for a total of over 420,000 unique videos created.
- Amazingly 83.5% of consumers opted to share their custom video in their personal facebook feed DOUBLING our target and generating over 20 million free video views.
Making Lay’s a hit in Canadian newsfeeds and tastebuds.
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