YouTube drives better ROI and sales for Snickers

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In summer 2015, Snickers launched another iteration of its ‘You’re Not You When Your Hungry’ campaign, this time featuring Mr Bean for a funny martial arts adventure. During the campaign Mars UK tested a mix of TV and online video (specifically YouTube) to determine if the media plan was optimised to drive the most in-store sales.

Case study summary

• Snickers launched another iteration of its ‘You’re Not You When Your Hungry’ campaign, this time featuring Mr Bean for a funny martial arts adventure

• Mars UK tested a mix of TV and online video (specifically YouTube) to determine if the media plan was optimised to drive the most in-store sales

• Shopper research company Kanter Worldwide measured the correlation between sales and media activity, providing two discoveries: YouTube ads drove in store sales and if Mars had invested in a higher frequency for each viewer

The Challenge

Mars UK wanted to test a mix of TV and online video activity, to ensure their media plan was optimised to deliver the most in-store sales. Using their Snickers campaign ‘You’re Not You When Your Hungry,’ Mars partnered with YouTube and Kantar WorldPanel to measure the correlation between sales and media activity. For the test, Kantar applied its Consumer Mix Modelling tool using data sourced from a 17,000 household panel in the UK. The research kept track of the purchases of Snickers made by the main household shopper and measured the shopper’s exposure to different media in the campaign.


The results

• Overall, the campaign reached over 20m people
• Research proved that YouTube ads drove in-store sales
• On a like-for-like basis, YouTube impressions delivered more than double the ROI for each pound spend vs that of TV
• Evidence suggested that investing in a higher frequency of exposure of YouTube ads per viewer would likely delivery a greater ROI
• Evidence also suggested that YouTube was a better channel to reach younger families

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