Snickers rose from anonymity to fame by creating a platform that helped Hong Kong call out public figures for their mistakes in a humorous way.
Snickers is a chocolate bar positioned around hunger satisfaction. The brand’s success in every market across the globe directly relates to its ability to maintain ‘fame’ through links to pop culture.
With only enough money for 1% of total category spend in Hong Kong, however, Snickers goes unnoticed – lost among the 150 different brands that make up the most fragmented chocolate market in the region other than Japan.
Through OOH posters that attributed timely and famous mistakes made by public figures to being hungry, the ‘Hungry Slip Ups’ campaign racked up over 3.5 million views online – equivalent to half the population of Hong Kong – even though they only appeared offline, inspired a fan-created meme generator, beat Hong Kong’s FMCG monthly online engagement average by 49X, earned 56 stories from 30 different news outlets and was named a top 10 marketing story of 2015 by Marketing Magazine.
This attention drove earned reach and PR value that doubled the impact of our paid media and increased value sales 17% vs YA – 5.9X category growth – all with just 1% of the category spend. (Sources: Mars, Media Agency, Marketing Magazine)