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As they came to launch their new Snickers Hazelnut product, Mars wanted to raise awareness but had relatively few assets to support the launch. With the World Cup fast approaching Edelman, using our dedicated research arm Edelman Intelligence, identified an opportunity for Snickers to join the conversation online.
Our aim was create a real time Snickers newsroom, which would allow us to capitalize on key moments surrounding the tournament and in particular moments relating to the Irish team's performance.
Using Edelman Intelligence's social media listening tool, Flow140, we were able to anticipate conversation trends, influencers and events likely to spark engagement ahead of the Irish team’s matches. We developed creative assets ahead of and during the games, which we knew would resonate with fans at the time.
In addition we used Twitter’s new event targeting tool to amplify our content to those already participating in tournament conversations thus ensuring maximum impact and effectiveness.
Increase in Twitter impressions
Increase in Twitter followers
Over the course of three key engagements around Irish RWC matches, the campaign delivered over 400,000 impressions, a 282% increase on the previous month’s activity. There were over 18,500 engagements on Twitter, a 36.7% increase in profile visits, 107% increase in mentions and a 100% increase in followers on the previous month's Twitter data.