Snickers: Hungry Tweets

This case study describes how Snickers, a confectionery brand, created social media buzz before the launch of a TV ad in the UK.

Snickers: Hungry Tweets

Alex Lewis

Campaign details

Brand owner: MarsAgency: AMV BBDOBrand: SnickersCountry: UK

Executive summary

This case study shows how Snickers, who needed to create talk around its new UK campaign 'You're Not You When You're Hungry' before the TV advertising for it was to be launched, was able to do just that. Using just 25 intriguing celebrity tweets, the brand eventually reached over 26 million people and delivered a PR value of over 10 times the initial investment.

Market background and business objectives

For five years, Snickers had enjoyed enormous success...

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