The post-covid effects of wealth disparity and collective anxiety are making social media an unhappy place. It seems like internet trolls get offended by just about anything you say. Sharing posts about what makes us happy can be seen as ‘showing off’. However, Lay’s believes every happiness is worth sharing and wants to do something to make a change.

With the hashtag #Your happiness is the most important thing, Lay’s collaborated with WeiBo, the largest social media network in China to become a catalyst for a happiness sharing movement, encouraged consumers to share small achievements and happy things on social media.

Encourage Chinese netizens to share their small happiness to communicate the message

#Your happiness is the most important thing

- Collaborated with WeiBo, to become a catalyst for a happiness sharing movement.

- Invited China's most acclaimed portrait photographer Xiaoquan, to journey across multiple Chinese cities to capture the happy moments he encounters.

- To create a movement of sharing moments of daily happiness, leading by Lay’s brand ambassadors.

To engage with all the consumers in China, Lay’s partnered with Weibo (605 million MAU social platform) to catalyst the happiness sharing movement.

First, Lay’s invited Xiao Quan, the platform's top photographer and also known as China's best portrait photographer, to journey across multiple Chinese cities capturing the happy moments he encounters.

For an entire month, Xiao Quan traveled from the most developed cities to the most rural villages in China. Xiao Quan recorded over 100 stories of happines.

After these moments of happiness ignited China’s netizens, with two of Lay’s brand ambassadors leading the charge, to create a movement of sharing moments of daily happiness.

With the hashtag #Your happiness is the most important thing, user generated moments of happiness took over the platform. One user wrote, “It is so nice to be able to simply express my happiness”.

Over 120,000 netizens shared happiness and added positivity to social media, amassing over 1.2 billion impressions for our hashtag and 8.5 million likes and comments. One consumer commented, “When you feel happy, many things are easier.”

Lay’s brand love increased by 10%, and brand familiarity increased by 22%, which is the highest in recent 5 years.