STRATEGY

SWEDISH FISH

After the introduction of a Swedish Fish product competitor from Smart Sweets, we were tasked with reviving the Swedish Fish organic social handles after being dormant for over five years. We developed a temporary social strategy making it our mission to swim upstream in the sea of sameness, leaning heavily on scrappy content and micro community engagements to develop an understanding of our audience, what excites them and where we can break into. Using our learnings we were able to grow from zero to 11.4m total impressions in two years across just Instagram and Twitter, and had a 14% follower growth rate in 2022 alone. We developed a cult following that helped us pinpoint our exact target demographic, and were able to seed some influential fans including Sydney Sweeny, all with zero budget.