From tackling pressing social issues to simple interaction with consumers to build consensus on a new flavor development, many snack and candy brands have been busy this summer launching campaigns intended to enhance their brand equity above and beyond the shelf.
Such strategies can be effective, according to a new study. The Manifest, a business news platform based in Washington, D.C., found that 67% of 537 U.S. consumers surveyed said a recent brand purchase was sparked after seeing an ad on social media. The report also said that Facebook influences decisions more than other social platforms combined.
“Facebook is a legacy social-media platform that many generations go to, and the formatting of posts probably attracts those with a higher intent to purchase because it tends to feature long-form content,” said marketing strategist Andrew Clark of Baltimore-based Duckpin, cited in The Manifest report.
Click through to read about nine brand programs that surfaced this summer.