Spookily successful: How we leveraged Candy’s partnership with The Addams Family 2 movie

Challenge

Candy teamed up with Universal Studios to promote the launch of the much-anticipated The Addams Family 2 movie, which hit UK cinema screens in October 2021. The partnership was aimed at showcasing Candy’s family-friendly cooking appliances which, controllable via an app, enable families to spend more quality time with one another.  As The Addams Family movie is for all ages, Candy wanted to run a fun campaign promoting the benefits of the Candy connected range through digital channels that would appeal to a wide audience, drive engagement and visits to the website.

What we did

  • We created and managed an integrated digital campaign which cleverly featured Candy’s range of smart and connected appliances, each matched to an Addams Family character.
  • The campaign was promoted through Facebook and Instagram, a diverse range of relevant influencers, display ads on lifestyle publisher sites and sponsored articles on online publications read by Candy’s audiences.
  • Paid social and display activity was utilised to drive qualified visitors to a campaign landing page where they could explore Candy’s smart and connected products.
  • Campaign engagement and reach was boosted through a giveaway competition which was featured and promoted on Facebook.

Social and sponsored content

Display and social activity

Results

Over 53m

campaign impressions promoting Candy Connected products

2,212

Facebook competition entries

61% of total traffic

from Taboola to the campaign landing page

2,781%

above target for organic engagement

68%

above target for influencer engagement

643%

above target sponsored content