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Challenge
COVID-19 put traditional production shoots on hold. With this Frito-Lay was challenged with shifting their messaging and getting production scheduled to fulfill their media buy for summer.
Solution
Frito-Lay leveraged Popular Pays’ distributed network of creators & their software platform to produce a TV spot in less time, at a fraction of the cost, and with more footage to be able to test than traditional production previously provided.
"Even as the world gets back to normal and we go back to some of the processes of before, I would say we're never going to go back to the old traditional ways because we've learned how to unlock something we didn't have before. The authenticity, the organic nature, and the agility and speed. We definitely want that moving forward.”
Marissa Solis, SVP of core brands, partnerships, and media / Frito-Lay
Results
50% decrease in production time
Frito-Lay’s normal TV production timeline typically takes 12-16 weeks. Using the Popular Pays platform, Frito-Lay was able to go from concept to live on air in six weeks.
1/3 cost reduction
Using creators and software, Frito-Lay saved 30% of their typical costs to produce a standard spot via a production agency.
“Cheaper than what we traditionally would have done with a normal shoot.”
Chris Bellinger, VP of creative and digital / Frito-Lay
5x piece of content per creator
Frito-Lay successfully selected and collaborated with 25 unique creator partners totaling 118 video assets.
96.36 attention score
122 attention index
22% above average attention index
From concept to commercial
"Both from a business standpoint as well as impressions and engagement, it did extremely well. Better than the year before when we had a traditional campaign that, again, we spent a lot of time planning and creating. This was completely different.”
Marissa Solis, SVP of core brands, partnerships, and media / Frito-Lay
