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