Mail Online & Metro Snickers Case

Study

1

February – May 2012

• The objective of this campaign was to launch Snicker’s new core brand message: ‘You’re not you

when you’re Hungry, get some nuts’

• To promote impulse purchase in newsagents (rather than multi-pack supermarket sales)

• To push the fact Snickers contains nuts, a food type that satisfies hunger for longer.

• The core target audience was 16-34 men. Snickers also has appeal to all demographics so the

campaign had to be able to target the mass.

• Mail Online and The Metro Paper were chosen over other all media to effectively target this typically

expensive to reach audience. The huge scale of the Mail Online allowed for incremental reach

throughout the campaign.

• 16 – 34 Mail online 2.7 million uniques

• The first multi-media, cross publication campaign.

• High levels of Editorial Targeting helped to drive home the new core message of You’re not you when

you’re Hungry.

2

Campaign Overview

28th Feb:

• Full page advertorial to tease Brand to Hand

• Full site take over on metro.co.uk with page peel

29th Feb

• Brand to Hand of 48,000 'in case of emergency' Snickers – 29 Feb 2012

• You’re not You Hubs goes live (Fantasy Football)

• MOL Sport takeover and digital campaign KO

• Metro.co.uk takeover

• Metro DPS advertorial educating the consumer on the hunger traits

29 Feb – 13 May 2012

• MOL - Contextual & tactical online drivers

• MOL - Sport takeovers

• MOL – 6 HPTO’s

• MOL – Mobile and iPad traffic drivers

• Metro - Contextual & tactical online drivers (6,418,915 impressions)

• Metro - Sponsorship of iPhone app

• Ad placement within Metro iPad app

• Metro weekly fractional 10x2 press ads (traffic drivers) – 29 Feb – 11th May

2nd March – 13th May 2012

• Sponsored pages with Max Rushden – from 2 March 2012 (weekly round up of “off your game’ moments.

• Fantasy Football email

3

Campaign Overview

4

Campaign Architecture

Mobile HubMobile & i-pads Ads

Online Hub

Homepage Takeovers

Bellybands

Editorial formats

Press Ads

Brand to Hand

Audience Research

Bespoke Editorial

Contextual

Formatting

5

Online Hub: Interactions

Unique Homepage Lands and

Engagements: 78,070

Page Views: 91,771

Av Dwell time per user : 3.2 mins

Total Dwell time 13.5 days

6

Mobile Hub: Interactions

57% of people interacted with the game

Total Page Views: 47,015

Total Unique Visitors: 19,055

Dwell time 2.4mins per visit

7

Snickers bars were distributed at stations

48,000 Emergency bars

distributed at 10

UK mainline stations

Peak rush hour footfall

delivered maximum

consumer reach

8

Max Rushden wrote a specialist column in the

MetroMax Rushden was the TV personality who wrote our specialist column.

9

Snickers Fantasy Football email had high open

rates

Introductory Email

Delivered: 78,646 records

Unique Opens: 6835

Open Rate: 8.69%

Unique clicks: 392

Click to Open rate: 5.74%

Reminder Email

Delivered: 2,076 records

Unique Opens: 575

Open Rate: 27.70%

Unique clicks: 160

Click to Open rate: 27.83%

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Creative

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Creative

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Digital creative

Tablet AdvertMobile Advert

13

Digital creative

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Digital creative