We took over a construction site in the heart of Melbourne, replaced the builders with actors and flipped their usual behaviour, by having them shout empowering statements at unsuspecting members of the public, we then filmed the reactions in secret. To be successful, the content had to resonate with our audience and be easily shareable across multiple platforms to maximise exposure. The video was uploaded to YouTube, then distributed as content to key blogs, websites and seeded with influential mass media outlets to generate a groundswell to ignite conversation.

In 2 weeks the video generated over $11 million in earned media, 238 million earned media impressions, 680,000 shares and 3.5 million views. We were the most shared video on YouTube in Australia and made the top 5 globally. Making it the most socially engaged campaign in Snickers history.

Due to the stunts’ viral success, all paid advertising was pulled and we finished up with an ROI of $441 earned media value for every $1 spent. And best of all Snickers came out on top with positive sentiment of our controversial video of 60%.