Cyberspace launch in Brazil
Our job was to launch, activate and amplify Snickers on cyberspace. The brand was already in Brazil, but had never done a campaign. Mainly only knew and liked Snickers people who has the habit of traveling.
The global concept of the brand is "You're not you when you're hungry" and the dynamic is always the same: an ordinary young man is "transformed" into a true "Diva" when hungry and begins to misbehave in a group of friends. One of his "brothers" offers a Snickers for the "Diva", which becomes the young man again, returning to behave normally.
It worked in other countries, and has everything to work here. The "Diva" chosen for the Brazilian campaign was the famous actress Betty Faria, a true institution of brazilian drama.
But for the web we came to the conclusion that young people would identify more with Léo, the guy who turns into Beth when he gets hungry. It is more natural, closer to the young people’s reality. And they're on social networks, so a Snickers website wouldn't make sense. Facebook was elect as our main platform.
Our content was thought to be fun, intelligent, full of humor and immediately identifiable with the public.
We launched the page in march, 2013. Our goal was to reach 504,000 fans by december.
By june we had already reached 507,000 fans.
The fanpage ended 2014 with more than 1,000,000 fans, and interaction and engagement levels above average for the segment ratings.
Such positive numbers - and feedback from our target - proved us right on our strategy and creative paths chosen.
Léo agrees. Because there’s one situation that everyone is familiar: we all act crazy and completely surreal when hunger comes.