Brach’s is a family-favorite candy that has been around since 1904, famous for its Pick-A-Mix once seen in grocery stores nationwide. But with Pick-A-Mix’s discontinuation and despite having nostalgic favorites that stand the test of time, the brand had lost relevance with its consumer target: Millennial Moms.
The challenge? Drive awareness with our target in an unexpected, exciting way for the brand.
The secondary challenge? Build upon our consumer data to better connect with our audience.
The insight? With more time spent in the house during the pandemic, home organization became a huge summer trend for Millennials in 2021. We also saw the rising popularity of the Netflix show “Get Organized with The Home Edit” and the ever-popular “Tidying Up” with Marie Kondo.
The solution? An awareness-driving campaign that not only tapped into the home organization trend but also spoke to the nostalgia and joy of Brach’s. We brought back the beloved Pick-A-Mix, but made it digital!
Across website, organic, paid, and influencer content, we launched a month-long integrated campaign to bring back Brach’s Pick-A-Mix for a limited time. Enter: the sweetest sweepstakes.
With a custom microsite as our hub, we hosted a sweepstake giving fans a chance to create and win their very own Pick-A-Mix. Through an innovative “fill your bag” experience, fans could “pick” a digital mix of Brach’s every day candies and then submit their mix for a chance to win. 100 entrants won their custom mix in a limited edition jar, and one (1) lucky winner received the ultimate grand prize — their very own at-home Pick-A-Mix organizational system…plus enough candy to fill it for a year.
We created colorful and eye-catching content to drive our audience to the custom microsite experience, where they were able to create their very own digital Pick-A-Mix. Content tapped into home organization to creatively showcase the sweepstakes information.
Through paid media reach-driving tactics, including In-Feed and Stories on both Instagram and Facebook, assets were optimized to build awareness amongst Millennials (and look-alikes) of the Brach’s Pick-A-Mix campaign to drive incremental traffic to our digital experience.
To drive further awareness, we collaborated with four (4) mid-to-macro influencers, @chelsweets (1.2M Followers) and @wrightkitchen (500k Followers) @houselarsbuilt (205k Followers), and @ivypinkmade (35k followers). Each influencer received their own personal Pick-A-Mix and was asked to create and post unique content inspired by our candies using their own mediums.
For Brach’s, this was a first-of-its-kind promotion, putting our beloved candy in the hands of consumers in a new (yet tried and true) way.
Our campaign efforts were hugely effective in driving awareness and participation in the sweepstakes!
Owned, paid and influencer efforts garnered great reach for the brand — with a total of 55.6M impressions. Interactions (saves, shares, likes, and comments) were over 15,000, and our Pick-A-Mix activation exceeded our engagement rate benchmarks by 2% (based on previous campaigns).
Our microsite also saw amazing success with over 388K visits and an average session duration of 49.41s.
Over 24,000 people participated in the contest, and our Instagram followers grew by ~8%.