From Design to Participation: "The Niche Collab"
What we did:
Lay’s Classic wanted to transform the simplicity of its three-ingredient recipe into a distinguishing brand value against competitors.
"Niche Collab" (Niş Birliği)
We brought together Lay's Classic, made of potatoes, oil, and salt, with Selim Yuhay, who is widely known for his ostentatious designs on the TV show "Evim Şahane". By leveraging this established social media humor, we created a talkable premise that combined the simple design consumers had long expected from Yuhay with the brand's simple product formula.
From Design to Participation: "The Niche Union"
We transformed the architectural "niche," a design element frequently used by Selim Yuhay on screen, into a "Niche Union" (Niş Birliği) that embodies the simplicity of Lay's Classic.
- Portable Niche Design: Inspired by the product's three ingredients, Selim Yuhay designed a simple and portable niche specifically for Lay’s packages. 3D Production: We produced a limited number of these custom niches using 3D printers.
- Social Media Engagement: We introduced the niches to followers on social media and invited those who wanted to own one to comment, thereby supporting the product message with active participation.
Reaching Millions Organically in 5 Days!
The campaign achieved strong organic engagement and widespread impact in a very short amount of time:
2 million
unique people
3.5 million
views
11,000
interactions
2,200
sends
