Snickers Influencer Marketing

글로벌 초코바 브랜드 스니커즈
(출처: 스니커즈 코리아)

Avocado Giant, the digital marketing agency, oversees the digital marketing for various brands under global food company, Mars. This includes influencer marketing for colorful M&M’s, small and cute Maltesers, refreshing Eclipse, and of course, Snickers, Mars’ flagship chocolate bar.

The brand’s reminder campaigns and image enhancement strategies for Snickers are a key part of their marketing efforts.

Snickers' InfluencerMarketing Strategy

Snickers' Hungry Zombie Test by global food company Mars

Mars aimed to communicate the brand message, “When you need energy, grab a Snickers,” to their primary consumer group, Generation Z, in a friendly and fun way. Considering Gen Z’s love for consuming and participating in content, Mars employed various methods to engage them.

Considering our influencer marketing channels and concepts, sometimes focused on the product itself, while other times, we used interactive events like the “Sneaker Zombie Test” that Gen Z loves. Combining content that grabs Gen Z’s interest with influencers who have the most impact on them is something Mars and Avocado Giant excel at.

SNICKERS YouTube Influencer Marketing

ootb Studio's Jeonkwaja Channel

ootb Studio YouTube Channel (source: ootb Studio YouTube)

One of the main channels chosen was the ootb Studio YouTube channel, which has about 1.22 million subscribers. The channel features BTOB’s Changsub traveling to universities across the country, experiencing different majors. This content is very popular among the 10-20 age group, aligning perfectly with Snickers’ target demographic.

Branded Content by Jeonkwaja Channel (Source: ootb YouTube)

Branded Content by Jeonkwaja Channel (Source: ootb YouTube)

The channel’s primary viewers align with Snickers’ target audience, and the energetic university setting presents numerous opportunities to seamlessly integrate Snickers chocolate bars. By January 2024, the video garnered around 3.15 million views, 41,000 likes, and 2,500 comments, marking a significant success.

SNICKERS YouTube Influencer Marketing

Ssulply Channel

Popular YouTube Channel Ssulply (Source: Ssulply YouTube)

The second YouTube influencer channel chosen was Ssulply, with approximately 534,000 subscribers.

Ssulply YouTube Influencer Lee Seok-hoon (Source: Ssulply YouTube)

Ssulply features street talk content with SG Wannabe member Lee Seok-hoon, attracting a high percentage of Gen Z, particularly female subscribers. This made it a suitable platform for promoting Snickers.

YouTube Branded Contents for F&B (Source:Ssulply YouTube)

Sniker’s YouTube Branded Contents (Source: Ssulply YouTube)

In this scene, it shows Seok-hoon and the guests are having Snickers to boost their energy after an exhausting conversation. Additionally, there was a fun lucky draw segment where participants pulled Snickers bars from a backpack, trying to hold as many as they could with one hand.

Whatever they pulled out, they got to keep as a prize. This entertaining approach yielded impressive results, with the video reaching approximately 690,000 views, 11,000 likes, and 600 comments by January 2024.

Sneakers’ Instagram Reels and Viral Marketing

Sneakers Instagram Influencer Reels Content (Source: Grass’s Instagram)

Sneakers’ Instagram Influencer Short-form Content (Source: Sunny Channel’s Instagram)

Instagram Reels are a preferred short-form content format for Gen Z, making them essential for digital marketing targeting this generation. Avocado Giant collaborated with five Instagram influencers to create and distribute Reels content featuring Snickers.

Snickers SNS viral marketing (Sources: Instagram)

Snickers SNS viral marketing (Sources: Instagram)

Snickers SNS viral marketing (Sources: Instagram)

Snickers SNS viral marketing (Sources: Instagram)

Additionally, various Instagram influencers shared posts about Snickers and the zombie campaign, tagging specific moments when energy is needed with hashtags like #SnackOnSnickers. This captured the attention of their followers.

As a result, the campaign reached about 3.28 million followers through 37 influencers, generating around 38,000 likes and 700 comments.