Project: digital marketing and social media

Client: Frito-Lay Poland

Questia was asked to develop a communications plan to support the Lay’s Smile activation – a part of a digital campaign. The major objective was to collect as many selfies made and submitted by consumers as possible. The selfies were to include a Lay’s pack of chips and be placed in social using the #usmiechnijsiezlays. Each of these published photographs would translate into 10 PLN for one of the five foundations which could in total receive support up to 500,000 PLN.

Our strategy was based on launching a wide-reaching campaign in social media, with the participation of five YouTube stars: Zuzia Borucka, JDabrowsky, Cyber Marian, Agnieszka Grzelak and Poszukiwacz. Each of them paid a visit to one charity organization where they recorded video clips with the charges (these also included photographs, snaps and Instastories). They then shared the content on their YouTube channels, on Facebook, Instagram, and Snapchat. Selected posts were also shared on Lay’s and the foundations’ channels.


  • Hashtags generated: 9,000
  • Views on YouTube: +1.7m
  • Social Media engagement: 400,000 reactions on Facebook, Instagram and YouTube


  • Social Media campaign
  • Influencer marketing
  • Video production
  • Product communications
  • Media relations