Out of a total target audience of approximately 350,000 people (Sweden only has 9 million inhabitants), we got over 214,000 to visit the campaign site. Over 6,000 of these actually participated in the competition, contributing content. Consumers spent more than 10,000 hours on the campaign site, providing and rating content. With the content spreading in social and traditional media, we received a total of over 120 million impressions, generating free media at an estimated value of over $2 million. During the campaign period, sales increased by 16% compared to the previous month.

Under the concept of "No Nuts, No Glory", we challenged the target audience with the question "Got what it takes to impress Megan Fox?" The campaign was a three week game challenging young males to upload cool, funny and interesting content to our campaign site. The best contributions would receive points and comments from Megan Fox herself, but you could also earn points by getting friends to vote for you. At the end of the campaign, the person with the most points got to meet with Megan Fox, the ultimate prize for this target audience. The campaign was launched with display advertising on Youtube, then ran exclusively in social media and on the campaign site. As one of the keys of winning was to get votes from friends, the campaign was automatically spread in social media by our consumers, urging friends to visit the site (and vote for them).

Starbar is a fairly new product in the Marabou range, and this was the first campaign for the product. The ambition was to attract current Snickers consumers, young men aged 18-25. Starbar was the first really suitable product in Marabou's portfolio for this target group. Confectionery countlines are bought to a great extent on brand affinity, and our strategy was to quickly build consumer engagement with the target audience, preferably getting them to spread our message through social media. This target audience is one of the hardest to reach using traditional advertising, and we decided to tap into the gameification trend. As this group is also one of the most affluent when it comes to UGC, we challenged consumers to create content for us.