Many brands use SnapChat the platform via the low-budget approach. Through a user account, they can build up a following organically through word-of-mouth and sharing their unique snapcode on their other social channels.
For Cadbury, launching a user account was determined to be too big an investment in time and staff. Paying for a lens, however, was a good way to cut through and get the reach it wanted. It allowed the brand to harness video’s reputation for driving engagement, without committing time.
There is no doubt that social media marketing, combined with carefully targeted content, is a highly credible, and effective way to reach the teen market.
Some teens weren’t even alive when Cadbury aired its last TV ad for brand Crunchie back in 2000. But recently, the chocolate bar has been all over its spiritual home, Snapchat. The marketing push is part of Cadbury’s long-term “Obey Your Mouth” campaign, which launched on May 11. Sales of chocolate snacks have been declining, so Cadbury’s aim is to sell its ‘singles’ bars – Wispa, Crunchie, Boost, Double Decker and Twirl – to a new, younger target market. Of Snapchat’s 100 million active users, about 55 million are in the coveted 16 to 24 age range. According to research firm Canvas8, 40 percent of teens in the U.K. are on the platform. Because of this, Cadbury has spent half of Crunchie’s digital budget on the Gen Z hub — its top platform after TV and online video.