20 minutes of advertising content on TV would be extremely expensive and impossible to buy given the standard ad blocks in America. By running a 20-minute video on YouTube, we circumvented these restrictions.

For our Throwback Thursday (#TBT) campaign, we created a series of films that appeared every Thursday from August to September, providing possible reasons behind the delay. We shared the films through promoted posts on Facebook only on Thursdays. We launched a new venture into Instagram with films appearing only on Thursdays. We even displayed the films through pre-roll buys, seeded them on BuzzFeed Rewind and uploaded them to YouTube every Thursday, all together dominating Throwback Thursday and making #TBT synonymous with Twix Bites.

The launch of Twix Bites was a tremendous success despite our bite-sized media buy. The films received an average of 8.1 million social impressions each Thursday––the same amount seen for a week-long Twix social campaign.

• Paid media on Thursdays fueled 4x the amount of organic views.

• 75% of views reached Millennials; which TV buys were not able to produce.

• BuzzFeed generated a 30% earned lift and drove significant additional reach.

We increased household penetration to 2.0 points for Twix Bites and its parent brand, helping them become the new leader of bite-sized chocolate despite being outspent by Hershey’s.