“Snickers was facing penetration decline in snickers’ biggest group – young teenagers in China. Therefore, the objective was simple; drive penetration among young generation, especially the senior high school students by making Snickers as No.1 snack choice of young graduates.
Our strategy was to engage with expecting graduates during the massive china school exam and graduation period.
Our solution was to work on one of Chinas largest social platform.
The execution was a first of its kind personalized open screen banner take over on QZone. fun, personalized, and social engagement driving.
The campaign activation mechanism allowed a student to easily upload their selfies/ images of them and or their friends together, their picture would automatically be customized. The student then @ two of their friends with a personal message.
This is when the INNOVATION MAGIC happens. When their friends logged into QZone next they saw a take over banner ad that had, 1. The picture their friend shared, 2. The personalized message, 3. Snickers hunger monster message with a link to buy.
THE SNICKERS INTERACTIVE PERSONALIZED BANNER TAKE OVER WS THE MOST MENTIONED #1 SOCIAL CAMPAIGN BASED ON MENTIONS DURING THE CAMPAIGN PERIOD.”