Annabelle Candy Company


Annabelle Candy Company




Lead Creative Direction, Brand Strategy and Copywriting. Support existing in arena client sponsorship of the Cal Bears Football and Basketball teams. Generate brand awareness, and drive consumers to visit Facebook page.


Increased year over year domestic sales by 2.7%. Prior to advertising, sales were down 10% Year Over Year. When advertising ran, sales increased 16% Year Over Year. 92 million impressions, 52,000 new likes, 60,000 BOGOs delivered over 8 weeks. This campaign went viral and the Big Hunk page grabbed 50,000 new Facebook likes in just four days. This beat the projects goal by 5x. Big Hunk gained more likes than all of their immediate competitors combined. Brand awareness and engagement with Big Hunk on Facebook significantly increased after the campaign launch and post campaign.

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