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HARIBO ZOURR Campaign

HARIBO has recently expanded its ZOURR product line with the introduction of two new offerings: Mix ZOURR and a limited edition called Soda Party ZOURR. In alignment with this product launch, Mashwire was once again chosen as the partner for the third consecutive year to spearhead a KOL marketing campaign. In contrast to the previous two campaigns where blindseeding or paid KOL collaborations were employed separately, HARIBO has chosen to take on our past recommendation by combining both strategies, leveraging the strengths of each to amplify the campaign's reach and effectiveness. 

 

Our primary objective in this campaign was to connect with the younger demographic, namely millennials and Gen Z. To convey our message effectively, we designed a media kit box featuring HARIBO's current key visuals, which included their products and exclusive HARIBO premiums. Additionally, we carefully crafted the media card message for the KOLs, encouraging them to share their personal experiences of using HARIBO Mix ZOURR as a delightful pick-me-up treat during their school or work days.

 

Our task involved not only engaging KOLs but also managing blindseeding to foster a diverse range of content, spanning from dynamic reels and engaging carousel posts to captivating IG stories. By offering a variety of content formats and ensuring KOLs had creative freedom, we were able to generate a wide spectrum of content. This ranged from niche themes like dressing up as gummy characters to innovative and playful product taste-test stories.

The campaign delivered remarkable results, achieving an ROI of over 80% through earned media.

 

If you're looking to enhance your brand's visibility through a KOL program, don't hesitate to reach out to us today!

December 2023

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