Tuesday, 13 November 2018

SNICKERS Hungerithm

Case Notes

- Millennial Target Market

• 18-35

• Segmentation Variables

- Those who use social media or own a smartphone

- Tend towards metropolitan regions as 7-Eleven is sparse in rural Australia

- Those who value convenience

• Not yet health conscious

- Aim to convert to convenience/chocolate bars and have snickers in their

evoked set before solidification?

- Post-Testing following campaign

• Interviews

- Exposed an evident yet rare symbiotic relationship between brand and retailer

• Both achieving sales growth in the millennial segment as they contend with the
6% decline in category penetration

- FMCG

• Low-involvement feeling

- Self Satisfaction

- Consideration of the 4 factors of IMC process

• Affects behaviour

- Influence purchase of chocolate bars despite increasing health

consciousness.

• Considers all contacts

- Moved to the realm and media types where millennials are congregating in
increasing numbers - online, social media, mobile phone, Spotify.

• Begins with customer

- The brand is augmenting existing social characteristics/behaviours by

‘leaning’ into social media usage on Twitter, leveraging the free data created

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by it, and correlating this directly to sales promotion. Generating an intimate
and direct relationship between brand and consumer behaviour and
compelling attitudinal change.

• Achieves synergy

- Through a variety of paid PR and advertising, awareness gained the attention

of multiple credible news outlets globally which contributed to $1.4million in
earned PR.

- Improved relationship between retailer and brand which allowed for

increased sales, increased store visitation, improved brand placement in-
store through increased shelf space, banners and in-store tech (showing
current hungerithm price).

- IMC Disciplines

• Paid Advertising

- 30 second film played on owned platforms (natively appearing in feed) and in

pre-roll through paid advertising.

- Native content through promoted tweets (often tweets of consumers which

represented broad emotional state of twitter/current hungerithm status) and
facebook posts which were reflective of the underlying consumer behaviours/
social norms influencing sales promotion.

• Humour affective appeal

• Paid/Earned PR - native example

- Sent material to 50 millennial-read publishers initially (insinuated paid

content), then proliferated across many more once campaign reached
newsworthy status - Gizmodo, mashable, eWOM in Reddit.

• Sales Promotion

- Adjust price between $0.50 and $1.75 according to Twitter global mood
status. ‘Price-off’ approach.

• Created scarcity - coupons locked in a price but price could fluctuate up to

100 times a day.

- Scarcity Persuasion Tool

- Point-of-Purchase Displays

- Trackable through couponing

• Single-source measurement.

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- Gamified aspect only if users actively attempted to influence the hungerithm
score by tweeting through a particular emotion.

- Persuasion Tools

• Scarcity as aforementioned

- Compelled purchase decision based on obtaining a SNICKERS bar at

significantly reduced price.

- Works on the idea that consumers tend to act if they feel the deal has a finite
timespan that they risk missing out on.

• Social Proof

- behaviour of others should provide a social proof of how we should behave

- we have an innate need to be apart of a larger group in society

• Evident through the sense of community created around the campaign and
the direct influence society’s moods/emotions had on price fluctuations.
Endorsement through credible online news sources.

- Creative Message Strategies

• Brand Image

- Contributes to the building of a personality and is a direct continuation of

‘you’re not you when you’re hungry’ existing campaign.

- Moods - psychological differentiation designed to build SNICKERS image as

a bad mood remedy.

• SNICKERS directly alleviates angry moods.

• Pre-Emptive Strategy (use in case of emergency, would rather state brand

image because it’s more psychological)

- Used when there a minimal functional differentiators between competitors

• ‘that SNICKERS can sort out your hunger when you're moody, cranky,
angry or acting just plain crazy.’

• Resonance - Slice of Life

- Advertising directly correlates and resonates with the audience’s life

experiences. Evoking meanings, experiences, thoughts, associations or
aspirations that are relevant, meaningful and significant to consumers.

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- Again, this campaign attempts to mirror the collective experience of twitter
users which is apparently directly reflective of a global mood consensus,
enhancing brand relationship immensely.

• Affective - Humour

- Promoting facebook posts/retweeting popular tweets which prove influence

over hungerithm score, reducing distance between brand and consumer,
thus enhancing relationship and increasing propensity to convert.

- Social Media

• Goals

- Reputation

• hyper aware brand that reacts to consumers changing moods

- Awareness

• adequately achieved through 4.6 million reach

- Money

- Engagement

• Continued relationship between brand and consumer through sponsored

posts, shares, retweets that proved the brand was in touch with its user
base.

• Both consumer and brand were active participants in the message

exchange

- Education

• Learned significantly how Australian consumers and the brand and its key
retail partners could formulate symbiotic, successful relationships.

- MPR

• fostering goodwill between a company and its publics to change behaviour

• Attribution Theory

- how and why ordinary people explain events as they do or attach meaning to
our or others’ behaviour

• Publicity MPR Tool - broadcast integration

- news/lead generation

- substantial credibility - endorsement - broadcast

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- Buzz

• Content Marketing

- Branded entertainment/film

- Conative

• The actions one takes on thoughts or feelings