Possible model situations as a tool for practical application

Case study: Lay’s: “Flavour of the Year” campaign

Campaign description: Lay’s launched an interactive campaign inviting customers to vote for their favourite new flavour. The aim was to increase customer engagement, boost sales and create an emotional connection with the brand.

Step 1: Define the central concept: ‘Lay’s – Flavour of the Year’

• Start with the central theme and write it in the middle of the paper or screen.
• You can add a visual or the Lay’s logo to clearly distinguish the theme.

Step 2: Identify the main areas (branches):

Add the main branches related to the campaign around the central point:

• Customer engagement (voting on flavours)
• Marketing channels (social media, TV, in-store advertising)
• Campaign objectives (increase sales, build brand awareness, customer loyalty)
• New flavours (examples of potential flavours)
• Rewards for participation (prizes, customer incentives)

Step 3: Develop the main branches:

• Customer engagement:
  • Online voting on the website.
  • Interactive social media campaigns (Instagram, TikTok).
  • Placing voting forms directly in stores.
• Marketing channels:
  • Influencers presenting new flavours.
  • Competitions on Facebook and Instagram.
  • TV spots and YouTube advertising.
• Campaign objectives:
  • Increase sales during the voting period.
  • Strengthen the emotional connection with customers.
  • Present the brand as an innovator.
• New flavours:
  • Sweet and salty flavour.
  • Exotic inspirations (Asian cuisine, street food).
  • Flavours designed by customers.
• Rewards for participation:
  • Prize products for voters.
  • Final opportunity to name the winning flavour.
  • Content creation (recipes with Lay’s).

Step 4: Connections between branches:

• Connect the branches using arrows or lines. For example:
  • “Rewards for participation” are connected to “Customer engagement” – they are related in that the rewards are aimed at customers who we need to engage in the campaign.
  • ‘Marketing channels’ are related to ‘Campaign goals’ – they are related in that what forms of communication will we use when I have selected target groups and campaign goals?

Step 5: Visual elements:

• We will use different colours for each branch.
• We can add icons (e.g. for social media, voting, rewards).
• Make sure that the map remains clear and easy to read.

Step 6: Finishing and further work with the map:

1. Discussion and brainstorming: After creating the map, discuss possible ideas with the team. You can also find this method in our book.
2. Review and prioritise: Identify which parts of the mind map have the greatest potential for implementation.
3. Share the map: If you have created the map digitally, export it as an image or PDF and share it with the relevant parties.

This will give you a comprehensive mind map that will help you gain an overview of all aspects of the Lay’s ‘Flavour of the Year’ campaign. The mind map serves as a tool for creating a campaign that we can work on using other tools. The mind map can also serve as a supplement to another tool.

Task

BrandOrbit
Product/service: Orbit antibacterial chewing gum
Campaign objective: Use mind mapping techniques to jointly develop a marketing communication concept for the new Orbit chewing gum with antibacterial properties. Focus on the target group and product approach so that its innovative nature is appealing and easily understandable to customers.

Step 1: Central concept: ‘Orbit with antibacterial effect’

Write this topic in the centre of the paper and circle it.
Gradually add branches around the topic.

Step 2: Branches of the mind map:

When thinking, focus on these main areas, which you answer with one or two words in the mind map. You can also add other areas and questions.

Benefits of the antibacterial effect:
What benefits does it bring to customers?
What health problems or concerns does it address?
How can it make everyday life easier for customers?

Target group:
Who will be the main purchaser of the product?
How will this benefit appeal to different target groups?

Communication channels:
Which platforms are most suitable for communication?
What content formats could be interesting?

Motivation to buy:
How can we increase customer confidence in the antibacterial effect?
What specific situations or scenarios could convince customers?

Innovative features:
How can we differentiate the product from regular chewing gum?
What unique message about the antibacterial effect can Orbit communicate?

Expand the map to include other areas that you think are related to the central concept. Don’t forget to connect the individual branches that influence each other.

Outputs

Presentation of mind maps:

• Each team presents its map in a short (5-minute) presentation.
• Present the most important findings and ideas.

Discussion:

• Compare the approaches of the individual teams.
• Which ideas were repeated most often?
• Which ideas are the most innovative and interesting?

Evaluation:

• Vote to select the 2-3 best proposals for a communication strategy.
• Discuss how you could develop and implement them.
• At the end of the workshop, you will have finished concepts that show how to creatively communicate the unique feature of the new Orbit product. Your ideas can form the basis for further discussion on practical application in marketing communication.

  
  

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MIND MAP (PPTX)

TEACHING MATERIALS