Swizzels Squashathon Campaign
Squashies are one of Swizzels most loved and popular sweets. In 2021 they wanted to create a fun and exciting campaign to help drive engagement on their very own social media channels.
Disciplines:
- Campaign creative
- Animation
The Brief
After partnering with Swizzels to create the Veganuary and Drumstick chocolate campaigns earlier in the year, they turned to us for delivery of the Squashies focused summer campaign.
With ambitions to drive further awareness and build an association between Squashies and summer, Swizzels turned to us to deliver a creative and engaging social strategy, to help build an association between Squashies and summer. After all, they are a staple of staycations - perfect for everything from days at the beach to sharing on long car journeys!
Swizzels wanted an identity that was vibrant, fun and heavily involved competitions to maximise levels of engagement – specifically across their social channels in order to really resonate with the 18-24s audience whilst still reaching the main shopper / mums with families’ category.
The Idea
Perfect for sharing and ready for any occasion, Squashies quickly gained a die-hard fanbase in just 9 years and are one of the most successful Swizzels’ stand alone brands.
For 2021 Swizzels wanted to reward this loyalty alongside creating enough buzz to attract new snackers in a social-first way. Running throughout the summer months, the Squashies Summer Squashathon was created to excite, challenge and reward audiences by adding a fun, competitive edge - all whilst pushing the limits of social media and driving engagement.
In such a challenging time, the idea needed to reach both consumer and trade audiences alike, span an 8 week period throughout July and August and include a teaser campaign - all whilst being mindful of any potential restrictions to usual summer activities.
Therefore, we created a bespoke, illustrated world of graphics featuring prizes, products and an inclusive yet wide range of summer activities. To drive engagement, we created emoji quizzes ‘Guess our Holiday Destination’, animated GIFs ‘Spin to Win’, ‘Guess the flavour’ and many more.
The Outcome
Across July and August we delivered over 40 x unique assets including static and animated creatives. We developed a colourway that took inspiration from the product packaging to use across engagement ideas and competitions.
It resulted in one of the biggest summer campaigns for Swizzels, performing well above previous years. The campaign exceeded expectations and KPIs, with a 30% uplift in reaching users and an incredible 235% increase in the number of engagements vs the previous year.