Influencer Engagement: Candy Can:
NKPR worked with Candy Can to heighten the profile and awareness of the Dutch brand’s entry into the Canadian market, ultimately driving interest through influencer seeding and driving traffic back to priority retailers.
Opportunity
To increase brand awareness for Candy Can’s entry into the Canadian market.
What We Did
- Executed a consistent, proactive, and strategic influencer seeding strategy: Developed and implemented an ongoing influencer seeding program designed to consistently generate social buzz and excitement for Candy Can. The strategy focused on targeting key influencers within relevant industries to build anticipation around the brand, its product SKUs, and new product launches. By carefully selecting influencers whose values aligned with Candy Can’s, the program was able to foster authentic, organic conversations across social platforms.
- Through monthly product seeding and cultivating relationships with influencers, NKPR successfully secured organic social media coverage: NKPR strategically seeded products on a monthly basis to maintain consistent visibility and relevance in influencer communities. In addition to regular seeding, NKPR worked closely with influencers to build long-term, authentic relationships, resulting in valuable partnerships. This approach led to organic coverage from top-tier influencers across select target markets, amplifying Candy Can’s reach and ensuring that the brand remained top-of-mind for a diverse, engaged audience.
Results
- Secured recurring social coverage through seeding existing SKUs as well as special edition launches: Developed and executed a targeted influencer seeding strategy that generated consistent and recurring coverage for both existing product SKUs and special edition launches. By strategically placing products with key influencers and aligning with relevant content trends, we ensured continuous social media exposure and buzz surrounding the Candy Can brand, maximizing its visibility and driving sustained engagement.
- Drove traffic back to target retailers by integrating creative materials and collateral as part of product drops: Enhanced product seeding efforts by incorporating tailored creative materials and collateral within product drops. This approach not only showcased the products in an engaging, branded context but also strategically linked content to target retailers, directing influencer audiences to purchase channels and creating a seamless path to conversion.
- Established genuine fans of the Candy Can brand that continue to post organically on their channels: Focused on building long-term relationships with influencers and brand ambassadors who genuinely connected with Candy Can’s products. By nurturing authentic partnerships, NKPR cultivated a dedicated community of fans who continue to share their love for the brand organically, contributing to sustained brand awareness and credibility in the long run.
- Garnered over 22 million social media impressions for the brand’s first 6 months in market: Through a well-executed influencer seeding and engagement strategy, NKPR helped Candy Can achieve significant social media impact, securing over 22 million impressions within the brand’s first 6 months. This milestone not only reflected the broad reach of the campaign but also the strong resonance of the brand with target audiences across social platforms, driving both awareness and interest.