Campaign details

Brand: Snickers/Spotify
Lead Agency: AMV BDDO
Region: EMEA

Strategy

Objective

The overall aim was to drive sales of Snickers bars, but the brand also wanted to spark conversation (e.g. on social) and encourage engagement with the brand. KPIs for the campaign were:

  • Increase in year-on-year sales
  • Interaction with the 'Hunger Hits' playlist
  • Reach
  • Impressions
  • Social engagement with the campaign
  • Snickers wanted to continue to use their well-established and successful brand message ("You're not you when you're hungry"), but tell that story in a fresh new way by leveraging audio advertising.
Target Audience

The target audience was broad, as Snickers' brand appeal is also broad. The campaign targeted adults aged 18-50 in the whole of the UK.

The campaign targeted users on the Spotify ad-supported free tier who were streaming genres they didn't normally listen to. When Spotify identified that these users were listening to a genre they didn't usually stream, they were served with a tailored version of the "You're Not You When You're Hungry" message. This meant the message was delivered at a time when users were exhibiting atypical behaviour and were therefore likely to be hungry, since "you're not you when you're hungry".

Creative Strategy