Snickers Study Buddies

“For Snickers Study buddy campaign, we had identified the greatest driver of growth would come from high school students and teenager families, to break Snickers stagnant penetration.

We broke the loneliness of self study and made exam prep fun again! Instead of choosing study or pleasure we combined the two!

Partnering with number one youth platform Billibili, Snickers created China’s first “24 hr exam preparation challenge” offering a completely different exam preparation experience – KOL led challenges, support and answering those all-important tough exam questions! through livestream.

We entertained and prepared over 1.29 million students, representing 11% of all gaokao students, received more then 30,000 “bullet comments” on screen and drove significant offtake growth. More importantly we creatd a whole new generation of snickers lovers!”