Legendary confectionery brand Chewits asked our social and content teams to create a campaign to celebrate the brand’s fiftieth birthday to create excitement, awareness and re-engage lapsed consumers.
Existing and lapsed consumers with a strong focus on youth.
We developed a highly engaging Facebook app that harnessed Google maps imagery and allowed users to set the brand’s iconic mascot, Chewie the monster on the loose and direct him to their friends’ houses. This generated highly shareable content and we blended this with brilliantly crafted social media creative and timely reactive content. Along the way we set Chewie the challenge of navigating his way round the course of the London marathon.
In just four weeks over 20,000 new fans were added to the Facebook page, the page generated over 10 million impressions and an average post engagement rate of 3.7%.
The Chewie On The Loose app had over 20,000 uses with around 7,500 videos created and high levels of organic video sharing across Facebook.