Submitted by Stride Social LTD

Mars Group: reigniting Twix and Snickers through creator-led comedy

Stride Social built a creator-led campaign for Mars Group that reintroduced Twix and Snickers through entertainment-first video, reporting over 10 million views across social platforms.

300k+campaign likes
10campaign views
55k+total shares

Case in 60 seconds

Twix and Snickers are long-established products that audiences already know, so Mars Group needed to reinvigorate interest in hero lines rather than build awareness from nothing, which removes the novelty a launch would normally supply.

The campaign appears to turn on the idea that a familiar confectionery brand earns attention through entertainment rather than product argument, because the page reports viewers commenting that they did not realise the content was sponsored.

Rather than restate the products, the work put a single creator's established comedic style in front of the brands and let the messaging sit inside content the audience would have chosen to watch anyway.

Stride Social partnered with Spencer, a creator from its roster, who developed entertaining concepts with Twix and Snickers tailored to their target audience, and the resulting videos were shared across various social media platforms.

Stride Social reports 10 Million+ campaign views, 300k+ campaign likes and 55k+ total shares, and states the videos drew praise from client and audience, with many viewers saying they did not realise the content was sponsored.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The page states only that concepts were tailored to the target audience of Twix and Snickers, and gives no demographic or market definition beyond that.
Sponsored content is widely recognised and discounted by social audiences, and the page reports viewers commenting they did not realise they were watching a brand message, which reads as the tension the creative was built to resolve.
Confectionery hero products such as Twix and Snickers carry near-total recognition, so the challenge the page describes is reinvigorating interest in something already known rather than establishing it.
Based on the available evidence, the brands acted as material inside a creator's existing format rather than as the author of the content, since the page describes Spencer developing concepts with Twix and Snickers in his own style.
The reported ratio of shares to views suggests the content was passed on as entertainment rather than consumed passively, though the page does not state how any of the figures were counted.

Creative & Execution System

Assets & channels

  • video

Partners

  • Stride Social LTD (lead_agency)

Creator role

  • Spencer — creator
  • one of our creators

Results & Evidence

MetricValueResult type
campaign likes300k+performance
campaign views10 Million+video_views
total shares55k+performance

Why Stride Social LTD's strategy worked

  1. 1

    Where a product is already universally known, the creative problem shifts from explanation to re-entry, so casting for an existing content style does more work than briefing a message the audience has heard before.

  2. 2

    Subtle integration is reported here as a performance asset rather than a compliance risk, because audiences who do not register the content as advertising watch it through rather than skipping at the point of brand recognition.

  3. 3

    Concentrating a campaign on one creator and distributing the output across several platforms suggests scale was sought through surface spread rather than roster size, which keeps the creative voice consistent while widening reach.

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