Snickers | You're Not You

Campaign Overview:
Snickers' "You're Not You When You're Hungry" campaign on TikTok ingeniously adapted its iconic tagline for a Halloween-themed transformation challenge. In this creative venture, the campaign collaborated with skilled makeup artists on TikTok to showcase their transformations from scary to beautiful, embodying the Halloween spirit. This initiative aligned perfectly with the festive season, leveraging the tagline in a context that resonated with the TikTok audience's penchant for creativity and self-expression.

Engagement Strategy:

• Community Participation: Encouraged the wider TikTok community to engage with the campaign by creating and sharing their own scary-to-beautiful transformation videos, tapping into the popular trend of Halloween costume tutorials on the platform.

• Creator Spotlight: Featured prominent TikTok makeup artists, showcasing their skills and interpretations of the theme, which inspired users to explore their creativity.

• Interactive Challenge: Launched a hashtag challenge, inviting users to participate and share their unique transformations, fostering a sense of community and participation among TikTok users.

Impact and Reach:

• The campaign leveraged user-generated content, amplifying reach and engagement across TikTok.

• Snickers' message of transformation, tied to its famous tagline, resonated with the TikTok audience, driving both brand awareness and user interaction during the Halloween season.

• The campaign's alignment with popular TikTok trends, such as makeup tutorials and transformation challenges, ensured relevance and appeal to the platform's user base.

TikTok Creative Strategy Team:

• Jarek Carethers, Global Creative Strategist

• Maritsa Patrinos, Creative Strategist