Situation:

In a marketplace that is awashed with imports, Singapore relies mostly on foreign food sources. When it comes to gummy in the confectionary category, (is this the right terminology?) HARIBO ranks second in Singapore. There’s neither a digital presence nor a social community in Singapore for HARIBO, but it wanted to gain market share with zero advertising spend.

Brief:

Build a social media community and a digital presence in Singapore from scratch to help gain market share.

Objective:

Build and strengthen HARIBO’s unaided brand awareness, increase top of mind, and go from being second to first position in the category within three years.

We enlisted the help of 24 KOLs before the 12 days to get the conversation rolling on Facebook and Instagram. Every day we released daily micro videos with themes that include pop culture references such as movies and music along with festive holiday themes.

Everyone stood a chance to win 50 packs of Haribo Goldbears to share with their friends and family. It was all very simple to participate. All users had to do was to comment on the short video and tell us who they would like to share their Little Goldbear Hugs with. We selected 5 daily winners and delivered the gummy treats to their doorstep with our mascot in tow.