Hostess Snacks on Success with Millennials Through Snap Ads

Hostess, the maker of iconic snacks like Twinkies and Ding Dongs, debuted on Nasdaq in November 2016. As a newly publicly traded company, the brand’s primary goal was to build brand awareness among a young, savvy audience that is interested in the world of finance and investing.

Snapchat reaches 41% of 18 – 34 year-olds in the US. As a Snapchat Ads Partner, Adaptly enabled Hostess to target Snapchat’s highly engaged users. In collaboration with Snapchat and Nasdaq, we devised a strategy that entailed targeting keyword and Snap Lifestyle Categories, based on first-party interest data: news watchers, bookworms, techies, and more. Nasdaq’s in-house creative team executed on Hostess’ objectives for a vertical video that captured the brand’s identity and charm.

Hostess successfully generated 3.2 million impressions. Snapchat users completely viewed nearly 72,000 ads, an engagement feat since Snap Ads are skippable.