UAETikTok and InstagramWorld Cup 2026 flavours launchCase study
45 creators took Lay's World Cup flavours to 48.8M views
Lay's brought limited World Cup flavours to the UAE and needed people tasting them on camera while the matches were on. 450 creators applied, 45 made the cut, and their 82 videos reached 48.8M views on TikTok and Instagram.
A flavour with a final whistle
A World Cup flavour sells for as long as the World Cup lasts.
Lay's, the tournament's official snack partner, launched country-inspired flavours in the UAE, among them Brazilian Honey BBQ and Mexican Pineapple Jalapeño. The job was to get people opening the packs and tasting them on camera while the matches were still on.
The dates moved twice. The launch paused in May because stock had not reached the big stores, and restarted on 10 June, the day before kick-off. Later the deadline came forward so Lay's could put paid boosting behind the best videos before the final.
450 applicants for 50 seats
Halo AI opened the campaign to creators across the UAE and drew 450 applications. Lay's chose its roster from the ranked list and agreed rates through negotiation, and Halo AI's agents chased drafts, edits and publication. When creators fell behind, replacements came from the same pool, so the roster stayed full each time the deadline moved.
| Content rule | What it protected |
|---|---|
| No match footage | Broadcast rights |
| No match commentary in voiceovers | Broadcast rights |
| No copyrighted music | Videos the brand could boost without takedowns |
| No children under 18 | Brand and platform policy |
82 taste tests on two platforms
82 videos from 45 creators reached 48.8M views and drew 198,876 engagements.
Most creators posted the same video to TikTok and Instagram, which doubled the reach of each collaboration. Lay's planned paid boosting behind the strongest videos, so the view total may include paid reach.
| Measure | Result |
|---|---|
| Applications | 450 |
| Creators posting | 45 |
| Videos published | 82 |
| Views | 48.8M |
| Engagements | 198,876 |
| Engagement rate | 0.41% |
Selected content
Videos from the roster. Each preview links to the live post.
BarbaryInstagram Reel · UAEView the post twins.dubaiInstagram Reel · UAEView the post sallysaoud1TikTok · UAEView the post
Run this for your brand
Halo AI sources, vets, briefs and chases the creators, and you keep approval on the roster and the content.
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