The Campaign

We turned packs of HARIBO Goldbear gummies into Little Goldbear Hugs. We kicked off the campaign around the festive holiday season with a daily chance for Singaporeans to win Little Goldbear Hugs to share with their loved ones. We brought Singaporeans into the happy world of HARIBO with “12 Days of Little Goldbear Hugs.” For 12 days we released short videos of our gummy Goldbears on social platforms. We encouraged engagement on social media by allowing fans a chance to win 50 packs of Little Goldbear Hugs just by commenting and letting us know who they would share all their packs with.

Creative Execution

We enlisted the help of 24 KOLs before the 12 days to get the conversation rolling on Facebook and Instagram. Every day we released daily micro videos with themes that include pop culture references such as movies and music along with festive holiday themes. Everyone stood a chance to win 50 packs of Haribo Goldbears to share with their friends and family. It was all very simple to participate. All users had to do was to comment on the short video and tell us who they would like to share their Little Goldbear Hugs with. We selected 5 daily winners and delivered the gummy treats to their doorstep with our mascot in tow.

We reached 3.1 million users across Singapore, acquired over 4,000 new fans across Facebook and Instagram without pushing for fan acquisition, and achieved an engagement rate of 10% on Facebook. The social experience brought lots of buzz and was loud enough to cut through an otherwise noisy and cluttered Christmas period.

We wanted Singaporeans to recognise that HARIBO is more than just a gummy candy; we aimed to instil that each treat signifies a small gesture of happiness. We wanted to introduce this new strategy during the holiday season to make Singaporeans happier through sharing Haribo with their loved ones.