Haribo

Over the last several years we’ve worked with the Haribo team to create and explore their digital strategy. We have created additional opportunities to sell, games, apps, social media and experiential activity which has leveraged, both the unique space the Haribo brand occupies within consumers hearts and mind and the Haribo’s product USPs. The team interviewed Families, Mums, kids and adults to better understand what each of these cohorts loves about Haribo and how they use the product and most importantly why.

Explore

We brought the excitement and joy to Haribo’s digital experience, from interactive pieces, such as the Queen’s Jubilee, to vibrant social content. Working with the brand and fans we tested every concept and activation with the ‘so what’ test. What would the fans think? Would they share it? Does the execution add value?

Working in small agile groups made up of mixed disciplined teams that also contained consumers and internal Haribo teams we were able to identify additional opportunities and product skus. The work within this case study highlights some of the activity we completed over the last few years.

Sweet Social Media Content

Our content has charmed families and adults alike. We have made them laugh out loud, pause for thought, like share and engage with Haribo. Inviting users to craft their own stories and share their ideas. The following images are a small selection of content we have generated for a variety of Haribo social channels.

Sweet Social Media Content

Our social content was split across a number of thematic pillars, from product themes, key activity supporting the above the line campaigns right through to exploiting the moment and reacting quickly to current events. We took Haribo and their fans on a wonderful journey of exploration, delight and amazement.

Sign the Fession!

Working with Haribo’s agency team we developed Haribo’s omni channel strategy. Supporting and augmenting all channels. Sign the fession started life as a TV ad, which soon developed into an online adventure for mums to play with the kids.

Sign the Fession!

Simple, fun and most importantly on message, the team built several episodic elements to the game. Each element released to coincide with the latest ad. Extending the reach and dwell time with the brand.

Super Mix Game

Spongy, bouncy, tasty – The Super Squidgy Mix Game! Haribo’s new product allowed the team to explore the new products unique characteristics. The sweets were, fluffy, squidgy and bouncy. The online game quickly became a family favourite, with mums and dads across the UK trying to out bounce and out squidge their kids!

Super Mix Game

The Great Egg Hunt

Finding additional occasions to buy is not always an easy task, especially when you are already the number 1 brand in a saturated market. Using wider consumer insights and ethnographic research and how we might leverage existing products, the team identified an opportunity at Easter.

The Great Egg Hunt

Working with the Haribo team, we launched the new pack to market. The support activity around the launch was The Great Egg Hunt. The activity centred around a Haribo Egg! The plucky Egg had escaped the confines of a Haribo Star Mix Bag.

We invited Haribo fans to follow our plucky Eggs adventure across the UK via the campaign microsite, daily updates via Twitter, Facebook and Instagram informed the public when and where our Eggs next live appearances would be. Users then shared their images of our escapee along with the Hashtag which was used to automatically collate the posts and drop a pin on the map.

Haribo Queen's Jubilee

As with all things Haribo, our working methodology was always – does it add value to the fans? Why should a fan care? This constant questioning created some of the most engaging and valued brand content online.

Haribo Queen's Jubilee

Connecting a real world activation with the digital space for every Haribo fan is a big ask. How do you take a PR and experiential event and activate it online with the same values and experiences.

The team solved that problem with a Royal seal of approval.

The Queen’s Jubilee activation generated 35,000 organic fans over a weekend! Even Zuck was impressed!

Working with Haribo’s agency team we developed Haribo’s omni channel strategy. Supporting and augmenting all channels. Sign the fession started life as a TV ad, which soon developed into an online adventure for mums to play with the kids.

Results