BRINGING THE HAPPY WORLD OF HARIBO TO LIFE ON SOCIAL
The CHALLENGE
Working with our experiential partner, Sense, our aim was to sell out this activation ahead of time, plus capture all the best bits on film for content posted after the event. Guided by Haribo’s theme of ‘childlike happiness’, we went about capturing these spontaneous moments on camera at the live event in Manchester–from winners to bloopers–bringing to life the happy world of Haribo for kids and grown-ups on social.
INSIGHT
Sweets don’t melt, therefore they make the perfect summer treat. To reinforce this insight, we placed Haribo at the heart of summer fun for British families, across Manchester, Birmingham and London, with this gummy-inspired activation.
SOLUTION
We did all the paid content activations and ran the paid media for post-event content. We also worked closely with their organic team as part of a cross-agency group to align all content objectives across the duration of the campaign.
In the lead-up to the event, we created 3x social teasers to help sell tickets direct to our online audience, as part of two phases: Tease (building awareness/interest) & Action (driving ticket sales)
On the day of the event, we sent a video team to Manchester to capture these social deliverables:
1x highlights reel–everything from drone, childlike happiness, interactive elements, big kids and little kids
3x bloopers/outtakes–to drive engagement
3x meme videos–to create awareness and interest for next time
THE IMPACT
The main ticket-selling objective was a huge success, with the event selling out long before the event. In total we created 50+ video assets. The content captured on the day went down a treat with the whole Haribo team and their audiences on social. Here’s a taster of the riotous wrap-up videos we posted after the event: