In the days of mobile, social, and TV advertising, Google’s Pay-Per-Click AdWords can be perceived as clunky, noninteractive, and dare we say it– boring. The candy brand Snickers shows us that not only can a PPC marketing campaign be fun and engaging, but it can also help your bottom line.
Between 2000 and 2010, Snickers was losing market share in an increasingly competitive confectionary market. They needed to become relevant again, and fast, or risk further slipping away from their spot as America’s favorite candy bar. Their campaign, “You’re Not You When You’re Hungry,” launched as a Superbowl commercial in 2010. Since then, the brand has created a series of videos as well as a website, gathering millions of impressions.
The next step? To make full impact online. The Snickers team in the United Kingdom worked with Google to obtain a list of the top 500 search terms. Then, using an algorithm, they generated common misspellings of those words until they compiled a list of approximately 25,000 different misspellings.
When a user typed one of these misspellings into the Google search bar, the user would see a Google PPC ad that states: “Yu cant spel properlie wen hungrie. Grab yourself a Snikkers.” The ad led to youcantspellwhenyourehungry.com, which nicely tied in with the brand’s positioning.
In just over two days, Snickers managed to get over 550k ad impressions and almost 6K visited the microsite. This prompted the team to extend the campaign from the UK after just three days into the United States.
It just goes to show that creativity and PPC marketing go hand-in-hand. With Snickers, it definitely seems there’s food for thought.