1. Mail Online & Metro Snickers Case
Study
February – May 2012
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2. Campaign Overview
• 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.
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3. 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
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4. Campaign Architecture
Homepage Takeovers Contextual
Formatting
Bellybands
Editorial formats Online Hub
Mobile & i-pads Ads
Mobile Hub
Press Ads
Bespoke Editorial
Audience Research
Brand to Hand
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5. Online Hub: Interactions
Page Views: 91,771
Unique Homepage Lands and
Engagements: 78,070
Av Dwell time per user : 3.2 mins
Total Dwell time 13.5 days
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6. Mobile Hub: Interactions
Total Page Views: 47,015
Total Unique Visitors: 19,055
57% of people interacted with the game
Dwell time 2.4mins per visit
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7. Snickers bars were distributed at stations
48,000 Emergency bars Peak rush hour footfall
distributed at 10 delivered maximum
UK mainline stations consumer reach
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8. Max Rushden wrote a specialist column in the
Metro
Max Rushden was the TV personality who wrote our specialist column.
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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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