Red Vines® candy, the classic licorice twist that's been a west coast favorite for generations, was struggling to compete in the realm of advertising against massive global conglomerates with equally massive ad budgets like Mondelez, Hershey's, Mars, and Nestle.
Red Vines® needed a way to leverage creativity, agility, and first-mover advantage to build a large and engaged audience in the social channels where the brand could access a target audience to deliver content in a relevant and timely manner.
Leveraging paid, earned, and owned media strategies, I built the fan base to over 1.6 million on Facebook and 56K on Twitter, creating shareable moments for our fans to show their love for the brand and connect with the community in a way never-before possible. We extended this social strategy into a mobile-optimized website, and used the brand's integrated digital presence to generate new content partnership opportunities with partners like Target, Regal Cinemas, Walmart, Discovery Channel, WhatsTrending.com, and more.
My contribution:
Grew Red Vines brand presence on key social media platforms to over 1.6 million
Managed content strategy, content production, and post strategy
Managed social advertising campaign strategy and execution
Coordinated social media execution of traditional brand campaigns and events
Defined the voice for the brand in the social channels
Gathered data-focused insights to develop key-selling ideas, analyze campaign performance, and compare social advertising to traditional media advertising efforts