social channel impressions
digital & social mentions
Frankford Candy quietly brought back Wonder Ball, the popular 90s candy, but needed to help millennial moms rediscover the excitement and nostalgia of the brand with their own kids. The company enlisted Brownstein Group (BG) to create and execute an integrated campaign to support efforts to drive retailer traffic and increase sales.
Through a multi-layered program – including public relations, social media, a website launch, and digital & on-the-ground activations – Brownstein Group ultimately helped spread the wonder of Wonder Ball to millions of moms across the U.S.
The integrated six-month campaign consisted of several milestones and events – leveraging earned, paid, owned, and social channels to target and engage with millennial moms and their kids.
With the launch of Wonder Ball-specific digital properties, BG created custom content that not only brought the nostalgia and excitement of the brand to life, but brought moms together with their kids to experience Wonder Ball together. The website featured stop-motion animation videos, a soundboard of Wonder Ball monster characters, and downloadable sticker sheets – all for kids – as well as details on new varieties and retailer information for moms.
Throughout the campaign, nearly 40 influencer packages with Wonder Ball products were sent to media/influencers, which garnered major results including a BuzzFeed article, a series of Instagram Stories from Family Circle Magazine, and 30 placements by mommy bloggers. An experiential Halloween activation – engaging mom influencers in five key markets with a total following of 350,000 – resulted in 43 pieces of social content, reaching thousands of moms and their kids on the ground and on social media.
Leveraging the unboxing phenomenon, BG helped Wonder Ball launch its first-ever contest for a “Wonder Ball Wonder Unboxer,” someone who loves to open Wonder Balls and explore the wonder of each candy. A nationwide search began with PR, social, and paid promotion – with the contest building awareness for the product and supporting the creation of user generated content. After reviewing the slew of YouTube video submissions, a winner was crowned.
The campaign helped to drive sales by generating more than six million impressions; more than 4,500 digital and social mentions; and nearly 8,000 visits to Wonder Ball’s microsite.
Social media custom content garnered 1.7 million impressions and 500,000 engagements, and drove nearly 40% of microsite visits. A paid influencer program with three national mom blog networks earned 4M impressions and drove just over a quarter of microsite visits. In addition, 52 pieces of earned editorial and social content were secured over the six-month period – with 98% of placements including a visual.