Case Study: Trolli’s Weirdly Awesome, and Effective Online Campaign
The global market for confectionary products reached a record $196 billion in 2013, and candy is virtually recession-proof. Candy manufacturers invest a great deal of marketing dollars to build brand equity. But to make the most of those dollars, they need to know how effective their marketing is—and before it’s too late.
Historically, the Trolli gummy candy brand wasn’t as well known as the brand’s parent, the Ferrara Candy Co., wanted. So it developed the brand’s first major online ad campaign in years, and it did so in a very specific way aimed at a very specific demographic—13- to 17-year olds.
In 2013, Trolli teamed up with Periscope to launch the “weirdly awesome” campaign to amplify the brand in a massive online offensive. But to stay on track, Periscope and Trolli kept abreast of their progress using Nielsen Digital Brand Effect, which helped drive awareness and ultimately, sales.