Snickers | Buzzanova

Case

In the summer, Snickers launched a global campaign that building on the well-known and popular campaign message "You're not you, when you're hungry". In this connection, Snickers introduced new packaging designs that associated a unique word with each chocolate bar. Words like 'Irritable' and 'Grumpy' reflected the feelings many people experience when hungry The new bars inspired the 'Hunger Apology' campaign concept, where we worked with influencers to encourage people to apologize for their bad mood due to hunger with a fitting bar. We selected influencers who resonated with the 25-35-year-old urban trendsetters. The campaign emphasized commitment and humor.

The case

Challenge

Snickers requested a campaign solution to spread the 'Hunger Apology' message to their target audience in an engaging and humorous way. The influencers needed to broadly reach the target demographic, possess self-irony, and create sharp content. Additionally, they were required to have high reach, strong efficiency, and excellent engagement rates.

Solution

At buzzanova, we cast a team of skilled and relevant influencers in collaboration with Snickers, meeting the demands of the global company. The choice fell on Johanne Mygind (Nutidensmor), Jesper Søvndal, Daniel Hoffe, Line Hoffmeyer, and Jonas Droger, who each contributed their unique strengths and perspectives to reach the desired segments within the target group.

Result

Overall, the campaign performed well above the KPIs for coverage and engagement set at the start of the collaboration. In particular, Line Hoffmeyer, who had an efficiency rate of over 300%. The campaign had high engagement rates, primarily due to the influencers' calls to action, such as "share your Monday story" or "who is the most hangry?".

Selected content from the case

Other cases

Wanna talk?

Karim Stoumann

CEO & Founder