Candy x The Addams Family partnership: when integrated marketing ‘clicks’ into place

Recently we’ve been working on an exciting collaboration for our client, Candy, to celebrate the launch of The Addams Family 2 film, which entered cinemas in October.

In partnership with the filmmakers, Candy’s ‘smart’ product range follows in Morticia and Gomez’s footsteps in helping make more time for each other, especially when it comes to family mealtimes.

Through use of Candy’s connected product range, more time can be spent with families, and we were tasked with delivering an integrated marketing campaign which communicated the collection’s benefits.

Campaign aims

  • Promote ‘The Addams Family 2’ movie partnership with Candy
  • Drive awareness of Candy’s smart and connected products
  • Encourage entries into ‘The Addams Family 2’ movie competition
  • Generate qualified traffic to the campaign landing page

A family approach
Taking a ‘family’ approach to the project meant we were integrated from the offset, marrying up the digital activity across all live platforms with a shared objective in mind.

The integrated digital campaign was live throughout spooky season, running across a six-week period through September until October’s end, latching onto the usual Halloween hype.

Flexing our digital muscles
The Candy x The Addams Family 2 campaign was a real chance for us to showcase our digital expertise in a fun way. The multi-channel campaign included:

Organic social – content creation across Candy’s Facebook and Instagram accounts to promote the film’s release by utilising the movie’s main characters and associated Candy products. This also included a competition, which was promoted organically and then boosted through paid activity to expand audience reach.

Paid social – supplementing the organic activity, paid social came into play to reach a wider audience base and drive targeted website traffic.

PR – online advertorials in leading titles relevant to Candy’s target audience were created by our PR team.

Influencer marketing – products were gifted to selected key influencers to review and share with their followers. This created exposure for the movie partnership as well as Candy’s connected products through their posts and accompanying social media activity.

Display advertising – display ads and video ads featured on relevant content publisher websites across the UK being served to visitors that match the interests of Candy’s core audience.

This is just a taste of a campaign we’ve been proud to work on. Results, while we can’t publish them, have been eerily positive! Keep your eyes peeled for our upcoming case study in which we’ll delve into the project further.

If you’d like us to join your family, contact the team.
[email protected] | 0161 968 6900