Boost sales growth around the traditional uplift in sweet sales at Halloween time
Q: What’s the first thing that springs to mind when you hear ‘Halloween’?
It is the biggest time of year for Swizzels, and it was crucial to associate the likes of much loved Drumsticks, Love Hearts, and Parma Violets with Halloween in order to drive sales.
It was key that consumers engaged with the brand at scale. We ran a social media competition, encouraging consumers to upload their scariest faces to the Facebook app, enabling a voting mechanism to decide the winner of bags of sweets.
The crowdsourcing element of the campaign really engaged the audience, with 34% of the 2951 unique visitors returning to the app, resulting in 513 competition entries. The traffic received was the best Swizzels had ever received for a Halloween campaign.