Targeting fat-fingered typists across the UK, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers’ attention during the working day. This case study outlines how the chocolate bar brand managed to reach 500,000 people within just three days of launch, without any seeding and for less cost than bidding on brand keywords.
Brand: Mars, Snickers | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: AMV BBDO & Mediacom | Objective: brand awareness, consideration and purchase | Format: Search, AdWords
Snickers worked with AMV BBDO & Mediacom to produce a search campaign that tied in with their ‘You’re not you when you’re hungry’ campaign.
The concept was to bid on commonly misspelt words with an advert reading “Grab yourself a Snikkers” as “Yu cant spel properlie wen hungrie”.
Without seeding, the campaign smashed their target of 500,000 people within just three days of launch – showing that with a little creativity, search continues to throw up opportunities for increasingly cost-effective marketing.
As the PPC budget was being used on misspellings, naturally not nearly as competitive as the actual brand terms or popular keywords, Snickers was getting more bang for its buck.
Source: Experian Hitwise
