
Lays Join Hands with Other Brands Leaving Everyone ‘Aww’Struck!
When we thought nothing can be more exotic and worth the watch on Instagram, Lays got all interesting and made it ‘Insta’garam with the best co-marketing effort!
How?
Well, you might have come across something different in the packaging of Lays! Yes, it had the name of other brands on it, with the message ‘Thank You’ and a unique hashtag ‘#Heartwork.
This all started with another campaign that Lays did earlier this month! It launched a campaign to express the gratitude towards the unsung heroes - Farmers, retailers, truck drivers, and everyone who despite the challenging and the most terrible situation continued to work tirelessly to bring joy to millions of consumers across the country.
With the tagline that is super catchy - ‘Their Hardwork is Heartwork’
And the song - ‘Ye heartwork kehlata hai.’
The campaign was a hit! And, taking this forward, Lay’s further aimed to mobilize partners across the industry to pay gratitude for the un-stoppable work they’ve done even during these times.
Idea Behind this Initiative -
The idea was to bring together the industries to express extreme gratitude towards the super-heroes for their continued hard work, or to say with the tone of the campaign, it is heartwork.
To bring this message in action, Lay’s did this for 20 different brands, from Social Samosa and Flipkart to Vistara and Swiggy, each and every brand’s logo is on the package of Lay’s. And, also these brands responded back by sharing a witty line, or a witty thanks to lay’s for the recognition of their hard work.
And, not only these, Lay’s made the best effort to not only thank the brands but also did it in a quirky manner. This campaign drove amazing engagement not only on lay’s social media page but also on the other featured brand’s page!
Engaging brands and the followers too, the activity has created a whirlwind in the social media world.
You might be wondering what this type of marketing is called?
It is called - Co-Marketing!
When two companies collaborate on a promotional effort for a co-branded offer, it is called co-marketing! In this partnership, both companies promote a piece of content and share the results of that campaign promotion.
This is what Lay’s did here, it launched a campaign, and then pitched-in all the brands for co-marketing efforts to drive great awareness, and engagement. By leveraging the relationship, and the campaign, the co-marketing strategies are designed to deliver more leads, buzz, and awareness, with fewer efforts!
Why Should One Go For Co-Marketing?
Co-marketing helps brands to reach a new audience and build their followers! Like in the case of Lays campaign, they tagged other companies, and then the other brands posted it on their page leading to gain the audience of the other brand’s audience.
Thus the same campaign gets promoted on both the pages and the reach is multiplied instantly!
There are two types of co-marketing efforts -
- An effort that is behind a lead generation form to capture contact information. The goal is to share the downloads from the offers! And, the entire thing is shared by both the partners. It can be anything - ebook, webinars, templates, course guide, and many more other things that are downloadable.
- And, the other way is to carry out a co-marketing campaign. The two brands or the partners agree to host an event together and split the costs.
But, the most important thing when one goes for a co-marketing effort is to make sure that the goal, purpose, and the project is of similar tone for the brands.
That is if the goal of one brand is lead generation, it should be the same for the other brand too. You can do this by the following points -
- Audience check - Checking if the target audience for the brand is the same with the other brand. This is important as anything you want, whether it is lead generation or brand awareness, it is to be done by the target audience.
- Benefit from the campaign - A benefit that equally fits for both the brands. At least, the campaign should drive leads for both.
- Beneficial partnership - It should be equally beneficial for the brands.
- A top-notch brand - you should always go for the brand for co-marketing, which has a good reputation in the market. A brand that increases your credibility by just posting it on their page.
- Above all it should be enjoyable, it should be viral, and highly shareable.
These strategic partnerships and shareable campaigns can help businesses to benefit the most!
How?
- This technique is cost-effective! By clubbing together the resources and creatives, one can make the most engagement.
- Sharing audience and growing audience by a singular approach.
- Building followers and fan list, and sometimes even the buyer list!
- Delight customers.
- Create and foster a positive long-term relationship with the fellow brand.
This was the magic of Lay’s #Heartwork campaign. In this blog, we have discussed even the theory behind the campaign and how it can benefit you too!
Upcoming Batches
- Online Batches
- Offline Batches
OFFLINE BATCH DETAILS 01
- Date: January 21 2021
- Timings: 12:00 pm to 2:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Offline
OFFLINE BATCH DETAILS 02
- Date: February 5 2021
- Timings: 10:00 am to 12:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Offline
ONLINE BATCH DETAILS 01
- Date: 01st February
- Timings: 7:00 pm to 9:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Online
ONLINE BATCH DETAILS 02
- Date: 10th February
- Timings: 3:00 pm to 5:00 pm (Mon to Fri)
- Duration: 2.5 Months
- Batch type: Online
Hear it from our proud students

Divya Talreja
I got to know about Orionators School of learning through Instagram and being impressed by what they were offering, I went on for trying the course. I completed my digital marketing training last month and it was the best investment I have ever made. This certified digital marketing course really helped me to get a good job. Trust me, the practical knowledge and the skills given, helped me get through the interviews. They are complete package – Good classrooms, amazing trainers, and amazing hands-on practice on live projects.

Gaurav Kataria
As they claim that they are first agency based training center, trust me, they are the best. I was guided really well about the 32 modules in digital marketing course, the trainers are really good and guides really well. I got to work on my website and bring it to a good ranking. In all, best digital marketing institute in Udaipur.

Saloni Purbia
My experience at Orionators School of Learning was amazing! They guided me through the 32 different modules of digital marketing which I wasn’t even aware of. The Digital marketing internship was satisfactory and the trainers were highly professional. I mastered my social media marketing skills perfectly on live projects. I would highly recommend this SEO training in Udaipur!

Shelendra Sukhwal
Orionators has given me a chance to study SEO, SMM, and Inbound Marketing courses, and they have taught me in best possible way. Class room teaching, one on one interacting with faculty, small classes and focused attention given to each candidate is what one needs! Your performance will be tested Digital marketing internship and you will job ready by the end of the course

Shivani Acharya
The trainers are well qualified, notes are great. The knowledge imparted regarding digital marketing strategies is according to developments in digital world. There is no bar in doubt handling sessions. It was a great decision to join one of the top online digital marketing courses at Orionators.

Abhishek Tailor
I rate Orionators high on their digital marketing course with certificate because of the quality teaching they provide, as well as the environment they have set-up for students. They made the entire drill so easy for me that now I can work on projects by my own through the learnings. I have gained in-depth knowledge in digital marketing concepts and that too at very affordable fee. Thank you! You are the best digital marketing course in Udaipur."
Find it interesting? Let's Begin.. Sign Up To Get Course Curriculum!
Your Digital Education Corner


Know all about Facebook in-stream video ads!
Have you ever seen this – Well, then you a
read more...
Know how blogging is super-important in local SEO!
We read about local SEO in the previous blog, as t
read more...
Before heading for a course, know about the basics of Local SEO
You are all set to head for a digital marketing co
read more...
Know how to Write the Best SMS Marketing Message!
We have known about SMS marketing, and how it can
read more...
Get yourself introduced to SMS marketing
Have you ever received a message that gives you FO
read more...
Frequently Asked Questions About Email Marketing Answered!
Email marketing is the most effective marketing ch
read more...
News Alert – Twitter Shares Tips To Improve Ad Approach
Twitter is a great marketing channel, with 330 mil
read more...
7 Simple tips and tricks for Instagram Reels
Millions of people have used TikTok for creating f
read more...
Instagram Stories – The Smart Way To Engage!
Instagram stories for business are like the cherry
read more...
Types of video content to master in 2021
Videos have been around from a long, long time! Bu
read more...



10 Essential Digital Marketing Concepts You Must Know!
Digital marketing is vast, and if you miss out on
read more...
UPDATE – Instagram Adds Shopping Tags In Reels
Instagram has always been in the news for making d
read more...
Not Content, Interactive Content Is The King!
We have all been told how content is important, ho
read more...
7 Types Of Logo Every Beginner Must Know
You are all set with your plan to launch your bran
read more...
4 Steps To Create A Successful Social Media Campaign!
Whether you are looking for a way to increase the
read more...
5 FREE Instagram Analytics Tools You Need To Know
It is all about Instagram nowadays, from an 18-yea
read more...