Snickers Satisfies Viewers’ Hunger for Content

Few things seem more personal than a blog; and few messages are as impactful as those in video. That’s why marketers for Snickers decided to tap into the increasingly powerful vlogging community for its most recent iteration of the popular “You’re Not You When You’re Hungry” campaign.

“Bloggers—and vloggers—are strong influencers with dedicated fans and followings, which can make them powerful voices for brands,” says Allison Miazga-Bedrick, senior brand director, general manager for Mars Chocolate North America, parent company of Snickers. “Marketers can successfully leverage that influence to deliver original content that’s tailored to the blogger’s specific audience.”

For Snickers, that target audience is global, and it’s young—namely millennial.

So rather than a pricey ad slated during an expensive 30-second slot during yet another high-profile, televised event, marketers for Snickers decided to use the compelling aspect of video and the engaging features of blogging to connect with hungry, young consumers.

“Video is compelling because it’s visual, sharable, and influential,” Miazga-Bedrick explains. “But it also must be relevant to engage audiences.”

So with strategy from AMV BBDO, brand marketers for Snickers solicited 13 popular vloggers—video bloggers who primarily share content on YouTube—to each showcase a vlog on what happens when they’re hungry and off their games. The eclectic group poked fun at themselves with fun, quirky videos released in eight markets across the globe, including Brazil, Eygpt, Lebanon, Puerto Rico, United Arab Emirates, United Kingdom, and the United States. Read more here

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