Snickers reaps the sweet fruit of its first sticker messaging campaign, launched in partnership with messaging tech company Holler (formerly Emogi). The campaign resulted in over 42 million views from tens of thousands of participants who included the branded, animated images and stickers within their messages across multiple platforms.
According to the Holler case study, with the help of branded stickers, the candy brand was able to turn 61,318 consumers into brand advocates, and the creative content received a total of 42,888,113 impressions.
Per Holler, the most successful sticker, was “Excited,” driving the highest level of impressions and engagement. And in terms of demographic, the campaign reached the 25-34 age group the most, while the 35-44 demographic showed the most active engagement with the content.
It’s not just cute fun at play here. According to consumer research, it’s not surprising that content and stickers that provoke feelings of excitement lead to higher engagement. Holler is using data, indicating that people who are excited are more likely to make purchases, to inform their business strategy and brand partnerships.
“By targeting people at a time when we know they are more likely to be influenced by a Snickers message, this allows us to deliver Intelligent Reach through a tailored message based on their online signals, and deliver Intelligent Conversion by providing a compelling offer when they are most susceptible. Given our findings that light buyers are even more susceptible to purchase when in an excited mood state, if we can identify and target these buyers we can use digital implementation to improve brand penetration,” Holler said in the report.
Gary Arora, Global LaunchPad Lead, Mars Incorporated said in a press release, “Working with Holler is one of our first forays into the messaging space, which we’re very excited to dig into further. We saw incredible results from our first campaign, garnering 42 million views and converting 61,000 brand advocates across the platform. We are thrilled to be part of our customer conversations in an authentic way, and at the perfect moment in time. When folks are talking about needing an afternoon pick me up, Snickers will be there.”
Although the partnership with Holler was Snickers’ first messaging initiative, the company has been relying on mobile technology and social media in general in its marketing efforts. For example, Snickers recently launched its debut micro-gifting campaign which allows fans to send a personalized message and gift redeemable for a Snickers bar at Walmart stores nationwide.