Reggie Case Study: “Walmart Snickers Microgifting”
Marketer: Mars Wrigley
Reggie Category: Innovative Commerce Marketing Campaigns (Silver)
The Walmart Snickers “Microgifting” campaign was designed to reverse declining Snickers sales at the nation’s largest retailer among shoppers under age 35. The program sought to bring to life the brand equity around satisfaction expressed in the ongoing “You’re Not You When You’re Hungry” campaign in a way that made Snickers more memorable to younger consumers. It also provided an innovative way to connect “always logged on” shoppers with one another and drive impulse purchases.
Shopper insights used to shape the campaign included research finding that 38% of younger consumers say cell phones are key drivers of closeness with their friends, and that 36% of this audience thinks visual expressions communicate feelings better than words do. These digital consumers are also 15% more likely to buy something they see on social media.
The program inspired Walmart shoppers to buy Snickers as a gift they could give via mobile phone. In-store displays drove shoppers to a branded “Big Mood Gifting” microsite using scannable QR and SMS codes.
On the microsite, YouTube star Caleon Fox brought six different moods to life that people could choose from. The short, high-energy videos illustrated “Lovey Dovey,” “Uh-Huh, Sure,” “Whoops, Fumbled That,” “Surprised Like Whoa,” “Say What Now?” and “Ferociously Hungry.” The chosen video would then be sent to a friend via text along with a personalized message of choice containing up to 255 characters.
The text included the big mood video and a gift card for one free Snickers bar that recipients could save to their mobile wallet and redeem in stores.
Metrics used to judge the program included sales and impressions. The program succeeded in increasing Snickers bar sales at Walmart by 7.4%, delivered more than 37 million impressions and re-engaged many lapsed Walmart shoppers with the brand.