Snickers | You're Not You

Creative Strategy | Creator-Led Storytelling | Brand Engagement

Overview
Snickers brought its iconic You're Not You When You're Hungry platform to TikTok with a Halloween twist, tapping into the platform's thriving makeup and transformation culture. Partnering with beauty creators, the campaign reimagined the brand's familiar message through dramatic scary-to-beautiful transformations, turning a global advertising idea into a playful, creator-led experience.

A hashtag challenge invited the wider TikTok community to create their own transformations, connecting Snickers with Halloween culture through creativity, humor, and participation.

Innovation and Impact

• Creator-Led Storytelling: Collaborated with TikTok makeup artists to reinterpret the Snickers brand platform through Halloween transformations.

• Community Participation: Invited audiences to create and share their own scary-to-beautiful transformation videos.

• Platform-Native Creativity: Built on established TikTok behaviors, including makeup tutorials, costume reveals, and transformation trends.

• Brand Platform Adaptation: Extended You're Not You When You're Hungry into a participatory social experience while preserving the campaign's recognizable identity.

TikTok Creative Strategy Team:

• Jarek Carethers, Global Creative Strategist

• Maritsa Patrinos, Creative Strategist