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Consumer Packaged Goods (CPG)
Airheads
Airheads drove a 300% increase in online share of voice by activating 8,000 peer influencers to create and share original content across social media during the fall and holiday season.
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About
Airheads has been a classic favorite among kids and adults alike since 1985, offering seven varieties of soft-chew candies under the Perfetti Van Melle USA umbrella. With decades of brand recognition and a loyal consumer following, Airheads is one of the most recognizable names in the candy industry.
The Challenge
The candy industry is highly competitive, and staying top of mind — especially through the fall and holiday season — requires more than traditional advertising. Airheads needed to increase trial and awareness while driving purchase consideration and conversion among consumers during this critical window.
The Solution
Airheads partnered with TrueLoyal to activate 8,000 crafters within the Smiley360 peer influencer community. Using TrueLoyal's segmentation capabilities, participants were identified within Airheads' key consumer target — parents with elementary school-aged children who enjoy crafting. Targeted influencers were invited to join the Airheads Mission and received exclusive kits featuring Bites and Xtremes product lines, crafting tools, and inspiration guides. TrueLoyal's Single-Click Sharing™ technology extended the reach further, giving friends and followers access to an exclusive sweepstakes where they could win their own Airheads crafting kit.
The Result
Following the campaign, Airheads reported strong performance across awareness, engagement, and conversion metrics:
28K
pieces of user-generated content
17M
community-generated impressions
63,000
engagements from friends & followers
"Showing off DIY crafts of all kinds on social media has become an obsession for many. One craze is candy crafting — and that's a sweet opportunity for a colorful brand like Airheads."
Airheads Candy Gets Crafty on Social
Mediapost