13 Jul Trolli's Sneak Attack Campaign
Trolli (a candy company) created a huge series campaign focusing in relationship with the release of a pair of new sneakers. Everything started with the creation of candies shaped exactly in the same fashion of the shoes themselves. In addition to that, all the different phases of release of the shoes (first trailers, online presales, first 100 pieces, etc. etc.) were linked to a specific new idea characterizing the candied shoes. These included:
– Shoe-box shaped candy packaging
– Exclusive drop of the candies in specific 7-eleven shops in order to create hype
– Leaking of the candies at MBA’s All Star Weekend events
– Sending of special custom shoe&candy kits to “Sneaker Influencers” to allow them to create contented based on their taste
– Instagram Story campaign allowing each customer to post their candy shoe and suggest new flavours
– Release of a life-sized candied shoe on one of the most popular website for rare sneakers
The campaign engages with brand’s customers in many different ways and across several channels. By associating candies with the hype surrounding the release of sneakers, the campaign increased the interest around Trolli’s candies exponentially. The results were outstanding:
– +2000 user generated pieces of content
– +1 billion digital impressions
– “Top Selling” candy at 7-eleven