Airheads Triples Social Share of Voice with Season-Inspired Candy Crafts and User-Generated Content  


With seven different varieties of soft-chew candies, Airheads has been a classic favorite among kids and adults alike since 1985. However, it’s no surprise that the candy industry is extremely competitive (75 percent of consumer influencers on the Airheads Mission were extremely familiar with Airheads’ top competitors) and brands need new ways to distinguish their products. Download the Airheads case study to learn how our Smiley360 solution has impacted the Airheads brand.


Airheads needed a way to increase trial and awareness while driving purchase consideration and conversion among consumers and their networks through exciting user-generated content (UGC) over the fall, winter and holiday season.


Airheads launched a campaign “Mission” (an advocate activation campaign) that activated 8,000 consumer influencers in the Smiley360 community who were sent exclusive “craft kits,” including a variety of Airheads products. Targeted consumer influencers were encouraged to share their Airheads crafts through social media, and drove conversion among friends and followers with a special Facebook sweepstakes.