For years, brands have been trying to understand the ever-evolving enigma (only half joking here) that is the youth. With the rise of social media and incredibly volatile, nuanced nature of Internet meme culture, solving the puzzle is only proving to be an even tougher feat.

However, it seems that when brands do master a marketing campaign targeted, results are incredibly rewarding. Take Wendy’s, for example, which after establishing a reputation on Twitter for being sassy and with-the-times, is experiencing a revival in cultural relevance.

Lately, Lay’s Chips has been experiencing a similar phenomenon. With its “Smiles” marketing campaign, which encouraged consumers to smile with their bag of chips and resulted in around 700 selfies posted per day on social media with the hashtag #SmileWithLays.

With the rise of marketing efforts such as these, we’re definitely noticing a push for engagement rather than shock-factor. Marketing campaigns can’t just be catchy or showy, they need to actively engage with the consumers and foster a sense of unity and movement.

Check out Lay’s newest effort to get audiences invested below!