Pile of Mars Group candy bars in wrappers printed "SNICKERS", "twix" and "MilkyWay", with candy-coated chocolate packs
Submitted by Stride Social LTD

Mars Group Twix and Snickers Creator Videos

Influencer Marketing

Stride Social LTD partnered creator Spencer with Twix and Snickers for Mars Group, producing entertaining branded videos that the agency reports reached 10M+ campaign views.

10M+Campaign Views
300K+Campaign Likes
55K+Total Shares

About the campaign

Mars Group worked with Stride Social LTD and creator Spencer on Twix and Snickers videos that passed 10 Million+ campaign views. Mars Group is a chocolate company known for brands including Twix, Snickers and Mars Bar. Its goal was to reinvigorate interest in Twix and Snickers through fun and engaging content.

The agency partnered with Spencer, a creator from its own roster known for a fun and engaging content style. Spencer worked with Twix and Snickers to develop entertaining concepts tailored to their target audience. His videos blended brand messaging into his own style and were shared across various social media platforms.

The agency reports 10 Million+ campaign views, 300k+ likes and 55k+ shares. Many viewers commented that they did not realise they were watching sponsored content.

Case in 60 seconds

Mars Group wanted to breathe new life into Twix and Snickers, two hero products already known around the world, so the task was renewing interest in familiar chocolate bars rather than introducing them to anyone.

Viewers accept a brand message more readily when it arrives inside entertainment from a creator they enjoy, because content built in that creator's own style does not register as advertising first.

Stride Social LTD gave the brief to one creator from its own roster, Spencer, and let his fun, distinctive content style carry the Twix and Snickers messages inside entertaining concepts.

Spencer worked with Twix and Snickers to develop entertaining video concepts tailored to their target audience, blending brand messaging into his own content, and the videos were then shared across various social media platforms.

Stride Social LTD reports 10 Million+ campaign views, 300k+ likes and 55k+ shares, while many viewers commented that they did not realise they were watching sponsored content, which the agency credits to subtle brand integration.

Strategy Breakdown

The target audience of Twix and Snickers, for whom Spencer developed entertaining concepts.
Twix and Snickers are long established chocolate bars, so the challenge was reinvigorating interest in products audiences already know rather than building awareness from nothing.
Twix and Snickers acted as collaborators on Spencer's concepts, so their messaging sat inside his entertainment and was integrated subtly instead of fronting each video.
Audiences engage more freely with sponsored videos that do not feel sponsored, which is why viewers commenting that they did not realise the content was sponsored mattered to the result.

Creative & Execution System

Partners

  • Stride Social LTD

Creator role

  • Spencer

Results & Evidence

MetricValue
Campaign Views10M+ views
Campaign Likes300K+ likes
Total Shares55K+ shares

Why Stride Social LTD's strategy worked

  1. 1

    A single creator with a recognisable style can carry the refresh of a long established brand, because the audience follows the creator's voice and the brand travels inside it instead of interrupting it.

  2. 2

    Letting the creator shape the concept together with the brand keeps the integration subtle, so viewers judge the video as entertainment and the sponsorship is not the first thing they notice.

Related Case studies