Creating the Happy World of HARIBO online
Confectionery giant HARIBO, (the UK’s number one gums and jellies brand) appointed us in early 2014. Our role as HARIBO’s digital and social agency is to develop the brand’s digital strategy, and to manage their social online presence.
Our social content celebrates consumers’ love for HARIBO, with a creative publishing plan of always on posts which focus on the brand’s hero products; Starmix, Tangfastics and Supermix. In addition we’re also developing and implementing campaigns around NPD and seasonal lines, including recent social content and an online hub for the despicably delicious HARIBO Minions. Our HARIBO Minions launch post achieved 27,000 likes, 7,500 shares and 3,500 comments.
We’ve also produced reactive content which has seen big results. When singer Ellie Goulding posed us a question about HARIBO vegetarian products on Twitter, we created something special for her in response. Ellie retweeted our post to her 3.3m followers – giving our post a ¼ of a million impressions.
Our work on social for HARIBO has also been recognised by The Grocer working with Headstream, ranking HARIBO #3 in the top 10 most socially engaging FMCG brands.
“We are delighted with the results of the HARIBO Minions social campaign. This was a very important launch for us and our social channels were key to its success. We now not only have a set of very impressive results, but also key learnings which we can apply to our future social activity. We’ve been really impressed by the strategic thinking, creativity and community management from Brass Alt, and we’re very proud of what we’ve achieved.” – Alison Ball, Brand Manager, HARIBO UK
Want to generate significant engagement for your brand? Contact us.