Snickers aims to consistently foster consumer involvement and maximize share of voice. Our strategic approach allows us to pinpoint when and where we should be involved and insert ourselves organically into the conversation. We research industry trends and innovations, layer on consumer insights, and find moments for brand relevance, ultimately leading to social insights in order to deliver big wins.
Fans know and love Snickers' distinct brand voice and are especially compelled to engage when we quickly execute real-time, reactive content. Always at the ready to publish humorous and timely posts - like when a certain soccer player bit an Italian soccer player during the World Cup - we're prepped for opportunities centered around big, cultural phenomenon or events. So when the nation was gripped with record-breaking freezing cold weather in the winter of 2015, we capitalized on it by putting up a VERY shareable post on both the Snickers' Twitter and Facebook social channels.
Snickers' social listening and quick thinking created a hilarious post that instantly saw success and overwhelming engagement, surpassing the past three months' Twitter averages for impressions - 63 times over - and total interactions - 245 times over. The engagement rate was 4 points above the average, as well.
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