B2B | CandyKing

CandyKing Goes Social with Sunrise – Introducing the New Universe on Social Media

CandyKing had recently reinvented itself with a colourful, quirky brand identity and new universe playing with the boundaries between real life and the imaginative. Furthermore, it wanted to be closer to its customers by targeting the occasions that they consume candy. Next on the to-do list was to roll out the brand on social media in Denmark. That’s why CandyKing established a new collaboration with Sunrise as its social media partner.

 

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Challenge

With its freshly developed brand identity, CandyKing introduced an entirely new universe in its physical shops with CandyKing branding. The next step: social media. Blurring the line between real and imaginative with colours, quirks, and humour, CandyKing’s new universe is created to be eye-catching and engaging. When it comes to pick & mix candy, however, specific brands are not something people usually notice or remember. With the roll out of its new universe on social media, CandyKing set out to change this.

 

The challenge was two-fold:
  1. Drive customers to explore the new universe and create curiosity about CandyKing’s diverse product offering.
  2. Promote CandyKing as the leading pick & mix candy brand and make consumers fall in love with the brand all over again.

Solution

Working together with CandyKing, Sunrise began identifying the key characteristics that make both pick & mix candy and CandyKing unique. The findings were that for many, pick & mix candy is all about choosing your favourites, as well as small, personal rituals, like sorting the candy or eating it in a specific order. CandyKing plays right into this insight, as a main characteristic of the brand is that it has something for everyone – from those who like to sort by colour to those who only choose chocolate.

Armed with this insight, Sunrise decided to use CandyKing’s colourful new universe to communicate the endless mixing possibilities for customers. The aim was to use the same sense of humour and play found in the rituals of picking, mixing, and enjoying CandyKing in its social media content. The goal is ultimately to create nice, cosy moments for couples, singles, and the whole family.

Furthermore, to adapt CandyKing for the Danish market, Sunrise dug into the most popular products among Danish consumers, as well as what kind of social media content they interact most with

Result

CandyKing’s ambition to have an impact and willingness to be bold were a major factor in establishing a successful start on social media. The increased volume of content ensured that CandyKing was highly visible for users with a feed dominated by the CandyKing universe. The campaign was rolled out with no less than 4 hero films, 10 pictures and 4 stop motion animations, all encapsulating the essence of CandyKing and the “sweet life”.

Stand-out, on-brand content localized for Danes

  • The universe was localized with a mix of realistic and graphic elements to allow the content to fit naturally with users’ feeds while also being immediately recognizable as CandyKing.
  • The “human touch” was added by using photo-realistic hands in posts to enable engagement and ownership of consumers. This design element is quick and easy to implement and both playful and imaginative.
  • The content focused on favourites to highlight the most popular candy in Denmark while tapping into trends, events and pick and mix rituals relevant to Danish consumers to resonate with them.
  • Social templates were developed for “everyday engager” posts – such as a meme-template – enabling the possibility to rapidly adapt to any relevant topics or situations that may suddenly unfold.

Both CandyKing and Sunrise are delighted with the ongoing presence established on CandyKing’s social channels. Sunrise Digital & Social Media Consultant Jana Christensen is more than happy with the results,

“With our key insights into the local Danish market and CandyKing’s colourful, imaginative visual identity, we have been able to create some stand out content on Facebook and Instagram. We look forward to continuing a solid collaboration and living the sweet life!”

Sunrise Digital & Social Media Consultant Jana Christensen

Do you want to hear more?
Digital & Social Media Consultant
Jana Christensen
+45 50 88 33 34 or jac@sunrise.dk

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