Haribo: an egg, a Queen and a whole lot of fun.
Social Media Management
Working closely with the Haribo team and other agencies - we begin to evaluate the needs across the year for Haribo online. As an example where we can support experiential and expand that activity, support the new ad and gain community engagement.
Our aim is to bring to life the idea that Haribo is fun and for all the family. Each online activity must include valued content for the Haribo community along with a reason to engage. Put simply we want our users, our customers to have fun not only when eating Haribo but with all the online touch points.
The Facebook community has grown from strength to strength and is among one of the most engaged pages in Europe. Providing the community with original content.
Haribo Papercraft: Facebook Community Engagement and Generation
Fun and engaging posting plan along with uniquely Haribo-esq type activity such as The Great Egg Hunt. We invited our UK consumers to help track down one of our pesky Eggs that had manage to escape the bag of Star Mix.
Haribo Eggstras Hunt: http://www.hariboegghunt.co.uk/
Across the campaign our Egg was spotted at several landmarks. The campaign generated a huge buzz across Twitter, Blogs, Facebook and other social channels such as Flikr and Instagram. Several campaign of the month awards along with organically trending on Twitter.
The Jubilee Project
To commemorate the activity and what better way then to produce a unique one off piece of sweety art to help support out Union Jack branded Star Mix bag. Sharing the film with our Facebook community acted as the traffic driver for our fans to take part in their own unique piece of jubilee art. Over 10,000 virtual pieces came together to create a virtual portrait of The Queen. The users were then invited to select a sweet and activate that part of the picture.
Haribo Jubilee: http://www.haribojubilee.co.uk/
A combination of seeding the film, our Facebook community and the rather nice addition of the Film reaching position 3 in the Telegraphs top ten viral films of the week drove traffic to our microsite and over the Jubilee celebrations we timed the final sweet activation perfectly leading to the climax of the weekends festivities.
Hey interweb, great... More