Lay's / Argentina
Lay's takes over Buenos Aires in programmatic advertising with Taggify
01 / The challenge
What had to be solved
Lay's sought to increase awareness of its snack varieties in the Argentine market.
02 / The approach
How the strategy was defined
To achieve this, the brand partnered with the Kinesso agency and implemented several advanced functionalities of Taggify's DSP platform. This campaign leveraged various screen formats strategically placed across Buenos Aires City and Buenos Aires Province.
03 / The execution
What went live in the physical world
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Hyper-localized targeting: Lay's utilized premium formats, including street furniture, billboards, subway access points, indoor posters, and shopping mall screens. By doing so, the brand ensured its ads appeared in key locations to reach its target audience effectively. The programmatic platform optimized spending to enhance campaign results.
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Key locations and purchase rhythms: Lay's selected screens available on Taggify's platform in Buenos Aires City, such as San Nicolás, Villa Urquiza, Colegiales, Palermo, Chacarita, Recoleta, Caballito, and Belgrano. In Buenos Aires Province, the focus was on strategic areas like Liniers, Pilar, and Constitución. This approach aligned with the brand’s localized strategy.
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Innovative creatives: Lay's creatives incorporated essential brand elements such as its iconic colors, logo, and product prominently displayed. Additionally, Taggify’s platform allowed the dynamic motion to be added to the ads, grabbing attention, reinforcing brand identity, and inviting passersby to try the snacks.
04 / The results
What changed with the campaign
Thanks to this campaign, Taggify helped Lay's achieve 2.9 million impacts. The campaign boosted Lay's presence in Argentina, spreading awareness of its delicious snacks and reinforcing its leadership in the market.
Gallery
The campaign, in pictures
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