HARIBO

"Kids & grownups love it so,
Happy World of HARIBO"

Pronouns: (gummi/bear)
103 years old
Bonn, GERMANY

Last login: today

About Me

Led creative concepting, wrote and modeled (lol) for award-winning brand campaigns, activations, paid and organic social, augmented reality and more, all on a shoestring budget. Worked in collaboration with strategy, media, PR and social teams to optimize content and curate the sweetest feed on the web.

Social Strategy

Developed and launched new, engagement-driven social strategy to bring childlike to happiness to life within our feed. We shifted our audience mindset from mere viewers to players and gamified every single piece of content produced by our virtual gummi gaming studio. We turned stories into quizzes, posts into puzzles, and introduced a series of interactive AR filters to encourage our fans to microplay with their gummies and with us.

And our followers were more than ready to get their gummi game on.

Watch the case study.

Screenshot 2023-08-29 at 2.03_edited.jpg

Results

Organic Reach

1M

ER Instagram

54.3%

ER Facebook

+200%

ER AR Filters

669% (Nice.)

Recognition
AAF Awards: Gold, Social Media Campaign
AAF Awards: Gold, Branded Content & Entertainment
Shorty Awards: Finalist in Instagram
Digiday Content Marketing Awards: Winner, Best Use of Social

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Social Activation

Concepted, wrote and directed a 24-hour livestream social activation to help HARIBO fans across the nation celebrate National Gummi Bear Day with some happy, funny, silly, good news! The activation content included lead up paid and organic social, AR filter, influencer segments, a hotline to call to report your own good news and the stream itself.