To launch Snickers 'You're Not You When You're Hungry' in the UK, we turned to Twitter. We used five well-known celebrities, who each tweeted out of character tweets, then revealed a Snickers to get back to normal. 

Over the course of five days, 25 tweets reached 26 million people, and we’d been mentioned in British Parliament.

As the Digital lead on the team, I collaborated with the approach, and planned the sneaky rollout.    

Not only was this campaign the most successful new launch for the new Snickers campaign, it was also the most Globally awarded digital campaign of that year.