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5-1 Journal Public Relations - Assignment

The document discusses how the marketing and public relations teams at Snickers worked together on a new integrated marketing campaign. Previously, Snickers advertisements targeted young men, but the new campaign aimed to make the brand more globally iconic. Both teams collaborated on developing the core message of "You're not you when you're hungry" to align all regions. Their joint efforts helped boost sales by creating a common narrative and allowing local customization. Key performance indicators like sales, brand recall, and social media insights would be used to track the campaign's success in changing consumer perceptions of the Snickers brand.

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158 views5 pages

5-1 Journal Public Relations - Assignment

The document discusses how the marketing and public relations teams at Snickers worked together on a new integrated marketing campaign. Previously, Snickers advertisements targeted young men, but the new campaign aimed to make the brand more globally iconic. Both teams collaborated on developing the core message of "You're not you when you're hungry" to align all regions. Their joint efforts helped boost sales by creating a common narrative and allowing local customization. Key performance indicators like sales, brand recall, and social media insights would be used to track the campaign's success in changing consumer perceptions of the Snickers brand.

Uploaded by

zayan mustafa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Running Head: INTEGRATED MARKETING

5-1 Journal: Public Relations

Ravi Ramadeen

Southern New Hampshire University

27th November, 2020


After reading the case study I think yes, the public relations and marketing teams

certainly worked together to make a durable message for the promotion of snickers. Before the

new dispatch Snickers routinely utilized male-focused advertisements and promotions. Let’s

begin by going through Snickers' core of their cosmetics. There was a distinct male tone

describing a great deal of the brand's set of experiences regarding the ads. As previously

mentioned, the brand kept pushing us towards focusing on men practicing truly 'blokey' delight.

Moreover, by not absolutely attempting to overlook their past. their new methodology implied

finding knowledge and a story that would join with everybody around the world. This would

require not just the marketing staff to deliver the innovative idea, but also in addition the PR staff

for fixing/aligning that message. Rolling out such an improvement rapidly might would have

seriously harmed Snickers, however with the aggregate endeavors of PR and marketing, the new

message was still consistent with the basic sources of their old missions while likewise, being

more extensive. The Internal PR certainly needed to get all the marketing divisions on one page,

a central idea, on which the whole marketing team worldwide would run the advertisements for

snickers (Bell, 2017).

Snickers marketing was re-done from marketing that was a niche one to young guys, and

focused more on publicizing Snickers in a way that its image would be an iconic one around the

globe. This will require all the marketing divisions of the brand to get aligned with one another

or to be on the same spot. The interior PR composed the essential and initial message of the new

mission, "You're not you when you're hungry" to all areas of the worldwide market and let every

nearby local divisions produce their own personal ideas according to the market behavior of their

region using this center thought. By doing so, a common narrative came into existence regarding

Snickers that started the buzz for the product regionally, it helped in penetrating the local
markets of different regions and of course gave the brand sales a boost that it needed (Bilby,

2017).

The two divisions worked inseparably, and this joint effort of the departments was

needed in order for the Snickers to boost up its sale. Marketing department manages the buyer,

trim, and forming their choices to drive deals, while the PR department manages the overall

population (outside PR), and partners (inside PR) to shape and outline observation about the

business and to likewise deal with general correspondences about the brand (Tollefson, 2019).

To make things clear, consider a two-dimensional system utilized by the Mexico Tourism Board

to support its travel industry. The primary component of the mission underlined a marking

exertion supporting the slogan "The Place You Thought You Knew." Second, public relations

representatives arranged endeavors coordinated at countering Mexico's drug and violence picture

that has been distributed by the U.S. news media. As a result, the two plans tried to change

Americans' perspectives of Mexico.

If I was a part of the marketing team for this campaign at Snickers, following are the

KPIs that I would have kept in my observance. First and the foremost thing that I would have

done was to keep a close observation on the sales and revenue projections of the product, doing

so would help me gather around the data that would project weather the new campaign is being

accepted by the targeted audience and consumers around the world or not. These new projections

would be needed to compare with the old ones to know we are getting the required result or not.

Secondly, I will need to know that if people are really recalling the brand or not, for this I will

conduct focused group studies. The third and the most important KPI that I will keep under

observance is the social media. I will need to keep observing the insights generated through the

social media platforms like Facebook, Twitter, Youtube and Instagram. The social media
platforms will play the most important role in the deliverance of the newly formed campaign for

Snickers. It will also help the marketing teams to know the opinion of the targeted audience

regarding the new campaign and hence it will help in the acceptance of the product.

This campaign was one of its kind, it still is. Although it penetrated the consumer market

with a huge success, I think it could have been more effective if marketing teams would have

gone towards the social media trends more deeply. If it were up to me, I would have gone

towards the ignition of a social media trend that would have helped the consumers in connecting

and engaging with the brand. For instance, I would have started a trend that consumers need to

put up short videos on their social media profiles with a certain hashtag, the video should be

similar to the one that is being televised on all the platforms, doing so would have helped in

keeping the buzz alive about the product. Also, as the campaign revolves around the factor of

hunger I think the PR department should initialize a hunger development program for the areas

where basic food is an uncommon commodity. This will help in creating a warm, positive and

caring image of the product in the minds of consumers instead of only revolving around the

comedy satire. This is just my opinion, I still think that Snickers did an amazing job in reviving

the brand.
REFERNCE

Bell, G. (2017). 8 Creativity in Advertising and Promotion. Marketing Communications:

An advertising, promotion and branding perspective.

Bilby, J., & Sinha, K. (2017). Unique approaches to advertising in a globalising world.

Global Advertising Practice in a Borderless World, 192.

Tollefson, M. M. (2019). You’re not you when you’re in a snickers’ ad: Celebrity,

intertextuality, and masculinity. Qualitative Research Reports in Communication, 20(1), 35-41.

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