The global campaign (produced by McCann London) launched across six markets for an entire year beginning in May (UK, Ireland, Australia, France, Denmark and Norway) across TV, OOH, DOOH, Social and Radio. Byte brought the Snoop brand campaign to life on social, landing on 7 social platforms.
This channel variety led to innovation of all kinds: platform-first content (including a re-engineered hero ad for social), a blinged-up AR lens, GIFs, innovative formats and the use of booming platforms Twitch and TikTok.
The activation on social followed a three-phase paid social strategy dubbed ‘Tease, Launch and Sustain’ which aimed to drive intrigue, maximise impact and provide longevity, respectively. The overarching aim for social was to be unapologetically loud, like Snoop’s brand persona.