Quotient “SNICKERS® World Wrestling Entertainment at Dollar General” Campaign Awarded 2020 Effie and Reggie

At Quotient, we’re proud to deliver campaigns that are creative, engaging and most importantly, effective in driving sales for our clients.

We’re excited to share that our recent “SNICKERS® World Wrestling Entertainment at Dollar General,” campaign for Mars Wrigley earned BOTH a 2020 Effie AND a Silver Reggie! This campaign seamlessly combined three of Quotient’s core product offerings to drive outstanding results: our Ahalogy social-influencer solution, a coupon offer and strategic paid media buys featuring dynamic, effective creative.

The goal of this award-winning campaign was to inform the Dollar General shopper and drive conversation about the SNICKERS® Hunger Bars with WWE that were available for a limited time, exclusively at Dollar General.

By delivering shoppers an exclusive digital experience rooted in WWE fandom, SNICKERS® was able to redefine the value equation by giving shoppers something priceless. This unique offer reinvigorated the SNICKERS® brand in the eyes of Dollar General shoppers, resulting in brand growth that outpaced the category and the competition. All content was designed to appeal to WWE fans who frequently shop at Dollar General and looking to stock up for WrestleMania. The campaign also aimed to show Dollar General shoppers how they could “Superstar” themselves and slam their hunger.

Using Quotient’s Ahalogy Muse trends, we developed a two-prong strategy leveraging Brandables (our pre-vetted network of over 10,000 talented and engaging social media micro-influencers), combined with a paid media campaign to highlight SNICKERS® at Dollar General.

Top performing keywords included Snack Tray Ideas, Candy Bars Ideas for Parties, Wrestlemania Food, SNICKERS®, and Wrestlemania Party Ideas

Hand-selected influencers created multiple blog posts showing how SNICKERS® is a must to “Smackdown hunger” in lifestyle posts with WWE. This engaging content aligned with the rising trends identified by Ahalogy’s Muse platform, including a big match snack station, tailgates and watch parties, and WrestleMania.

This Brandables influencer campaign was paired with a coupon offer and month-long paid media campaign, incorporating Dollar General mobile expandable ads that included a “Get Directions” store locator feature and “Add Coupon” option, driving to a SNICKERS® brand page on DG.com.

Mobile expandable ads with a DG store locator enabled shoppers to easily find the closest store to buy these exclusive SNICKERS® Hunger Bars

Through weekly monitoring and optimizations, the campaign not only met the impressions goal, but also garnered significant additional bonus impressions.

Congratulations to Quotient’s own DG Shopper Marketing Director Susan Bennett, our client Mars-Wrigley, retail partner Dollar General, partner agencies The Integer Group, Mediacom Worldwide and all our fellow 2020 Effie and Reggie winners!

Check out more info on the awards here:

2020 Winner: Single-Retailer Program: Other / Commerce & Shopper Effies
Effie Worldwide stands for effectiveness in marketing, spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.

2020 Silver Reggie: Shopper Marketing or Retailer-Specific Marketing Campaigns
ANA’s REGGIES recognize the best brand activation marketing campaigns activated by brands and agencies.