Snickers - Hungerithm

Introduction

This tutorial explores the innovative campaign by Snickers known as "Hungerithm," which highlights the impact of online negativity on our reality. By examining how Snickers leveraged social media interactions to inform their marketing strategy, readers will gain insights into effective public relations and creative marketing approaches.

Step 1: Understand the Concept of Hungerithm

• Hungerithm is a digital strategy used by Snickers to respond to social media sentiment.
• The campaign dynamically adjusted the price of Snickers bars based on the level of negativity expressed online.
• The concept illustrates how brands can engage with consumers in real-time, turning negative interactions into opportunities.

Step 2: Analyze Social Media Sentiment

• Monitor social media platforms for mentions of your brand and related keywords.
• Utilize sentiment analysis tools to gauge public opinion.
  • Some popular tools include:
    • Hootsuite
    • Brandwatch
    • Sprout Social
• Focus on identifying key trends in negativity and positivity.

Step 3: Develop a Responsive Strategy

• Create a plan to adjust marketing tactics based on social media sentiment.
• Consider the following elements:
  • Pricing changes as a direct response to negativity.
  • Content creation that addresses or counters negative sentiment.
  • Engaging with consumers through humor or relatable content.

Step 4: Execute Real-Time Adjustments

• Implement changes swiftly to maintain relevance.
• For example, if negativity rises, consider lowering prices or launching a promotional campaign.
• Communicate these changes clearly through your social media channels.

Step 5: Measure and Reflect

• After executing your strategy, assess its impact.
• Analyze sales data and engagement metrics to evaluate effectiveness.
• Gather feedback from consumers to refine your approach in future campaigns.

Conclusion

The Snickers Hungerithm campaign serves as a prime example of how brands can creatively address online negativity. By understanding sentiment, developing responsive strategies, and measuring outcomes, brands can adapt and thrive in a dynamic digital landscape. Consider applying these principles to your marketing efforts to enhance engagement and consumer relations.