Popular Pays and PepsiCo Foods US bring social media content to Fire TV with FLVR

As the convenience foods division of PepsiCo, Frito-Lay manufactures and sells some of the most recognizable products in the world, including Cheetos, Lay’s, Ruffles, Doritos, and other popular snacks. The well-known brand often produces ads distinguished by a strong creative element, grabbing consumers’ attention through boundary-pushing campaigns. To drive Frito-Lay’s brand awareness among younger demographics, PepsiCo launched a new food entertainment channel: FLVR.

With over 1 million followers on TikTok, FLVR features content creators who share recipes made with Frito-Lay products.¹ The channel is intended to inspire and engage young consumers with tasty, accessible recipes, from Flamin’ Hot mozzarella sticks to Sun Chips chicken tenders. PepsiCo Foods’ ultimate goal was for FLVR to transcend the limited reach of social media, and they engaged with Popular Pays in a proof of concept to expand the brand-oriented videos beyond mobile devices and into TV screens.

Created by Lightricks, a provider of content creation technology, Popular Pays was uniquely positioned to support FLVR’s expansion. The partner helps brands source, vet, and collaborate with content creators across interest areas to deploy virtually any creative concept. As they began working with FLVR to bring the TikTok channel’s content to Fire TV, Popular Pays saw two goals for the collaboration: to drive awareness of FLVR and PepsiCo Foods products among home cooks, and to illustrate how creator content can be used in new environments to impact the full advertising funnel.

Tapping into their extensive network of content creators, the creative strategy and client success teams at Popular Pays identified those who had successfully worked with consumer-favorite foods to drive consistent engagement across social channels. They then engaged these creators to generate new video content for FLVR’s Fire TV channel. In under one month, from briefing to launch, Popular Pays produced 15 episodes that featured creators making recipes with Frito-Lay products along with a channel trailer to be displayed on the Fire TV home screen.

When an ad for FLVR appeared on their home screen rotator, Fire TV users could hover over it to watch the trailer. A single click would take them directly to the FLVR channel. There they could not only watch videos from content creators, but also order Frito-Lay products directly from Amazon—effectively turning culinary inspiration into sales. Popular Pays also used the remarketing capabilities and reporting metrics of their Amazon Ads campaigns to help PepsiCo Foods reach Gen-Z consumers, further building awareness among the brand’s intended audience.

By bringing FLVR to Fire TV, Popular Pays and PepsiCo Foods US demonstrated the value of expanding social content to new environments. The campaign delivered 9.6 million total impressions, of which 5.9 million were unique.² The video completion rate was 64% among all audiences and even higher for Gen-Z specifically, surpassing 70%.³ Additionally, the campaign led to product detail page views over 15x the benchmark.⁴ It also achieved a return on ad spend 50x above benchmark,⁵ with new-to-brand shoppers responsible for 47% of overall sales—a rate propelled in large part by Gen-Z consumers.⁶

Moving forward, Popular Pays plans to help other brands run innovative campaigns and expand their content beyond traditional social media outlets. With their distinctive technology and talented pool of content creators, the partner looks forward to using Amazon Ads placements to drive impact across the full advertising funnel for their customers.