Snickers
Using TikTok to engage the community with chocolate
The Objective
Spotlights on a special date
"You're not you when you're hungry." If you've heard this phrase, you certainly already know Snickers, one of the main chocolate brands of the American company Mars. The brand came to TikTok with two missions: to promote a new product line and to win over the public before Easter, one of the most important dates of the year for every chocoholic.
Snickers had the challenge of giving visibility to the brand while reinforcing its connection with the universes of games and technology, where most of its target audience is. And to do that, it had to be authentic.
The Solution
A little help of creators to quench hunger
Snickers' first mission, even before Easter, was to launch the new Flavors line. Chocolates of different flavors became the centerpieces of a series of creatives, one for each Snickers option. The videos were all animated motions, and were promoted as auction-bought InFeed Ads to maintain a balance between brand awareness and a more profitable CPM (cost per thousand impressions).
The content yielded a satisfactory result, with engagement rates and complete viewing above food and beverage industry benchmarks. But EssenceMediacom, the agency responsible for media strategy and operation, wanted to go much further to succeed in Easter, a busy date for the chocolate category. And that’s what they did.
In the second mission, Snickers continued to bet most of the chips on In-Feed Ads, but this time, promoted as Spark Ads - that is, straight from the profile. The brand also invested a portion of the budget in the Top Feed format. The solution takes the campaign through the first contents of the "For you" page, a prominent position, which helps to reach the community as soon as it opens TikTok.
But the magic wasn't just in the new formats. EssenceMediacom recruited renowned creators to join the brand in the Easter campaign, taking advantage of the authenticity of the content that only they know how to do to reinforce the connection with the community. The team featured @SoofiaTrindade, @GosteidoGosto and @KenjiOficial, who made humorous videos of people who confused Easter with Halloween. After all, we are not us when we are hungry, right? We even confuse things.
The Results
A burst of flavor in numbers!
The change from institutional pieces to co-created content with creators was accurate! In relation to the videos of the first campaign, driven as dark posts, pieces made with creators and promoted via Spark Ads directly from their profiles had more than twice the engagement rate and full view rate. If animated motions had already surpassed the benchmark and shown that the brand knows its target audience, creators' videos made them even hungrier for Snickers.
The strategy also had a huge impact on brand visibility: ads with videos from creators earned 6X more views on the #snickers hashtag than institutional pieces. And this was even reflected in the brand metrics! According to the Brand Lift study that Snickers ran in the Easter campaign, ads brought an incremental lift 5X greater than the benchmark in brand association with the message "Quenches your hunger". That is, those who watched the creators' videos started to link more Snickers with its slogan.
And to top it off, the videos also generated an incremental lift of +3.3 points in purchase intention. It means that, in addition to the improvement in brand association, the campaign made some people even more eager to buy Snickers.
See how co-creating with our creators can make a difference?
We know that working with a good mix of formats is always important in a media strategy. However, the characteristics and dynamics of each platform must be respected in projects, as the results depend on the public's genuine adherence to the platform they come into contact with. Therefore, native content produced directly for a given platform is today as important as pieces that explore the focus on the product. And in this context, TikTok and EssenceMediacom did an exceptional job of bringing Creators Hub as a native strategy for this content. Then, of course we got mega positive results and a brand recall/lift that really changed the customer’s minds.