Candy King Case Study
The Brief
The Brief
Cloetta partnered with We Are SNS to support on a number of content creation campaigns for Candy King.
The first content campaign involved the launch of a new competition tied to their mobile game. The brand was looking for social content that would drive awareness across Instagram and TikTok. The content was to sit alongside a suite of seasonal assets that captured a bright, fun, summery energy. The content needed to feel bold and eye-catching, be optimised for short-form platforms and remain true to Candy King’s playful brand identity.
Following the success of the summer campaign, the second campaign Candy King tasked us to create content for a Halloween collaboration. This second brief expanded the partnership's scope, bringing in social-first content creation, influencers, and UGC creators. The challenge was to deliver Halloween-themed visuals that felt festive and fun while remaining brand-safe, with nothing too dark or scary. All content needed to be short, snappy and built for strong TikTok performance.
What We Did
Content
UGC
Influencer
The Approach
For the summer campaign, we produced 10 pieces of content across video and photography, tailored specifically for Instagram and TikTok. Our creative approach centred on high-energy visuals, vibrant colour palettes and playful concepts that highlighted the competition mechanic while tapping into the feel-good spirit of summer. Every asset was designed to feel native to the platform and to drive engagement.
The strong performance of the summer content, combined with positive client feedback, which led to an extended partnership for Halloween. Building on what worked, we elevated the creative while maintaining clear brand consistency. We developed light-hearted Halloween concepts that were unmistakably Candy King, introduced stop-motion elements to create thumb-stopping movement, and crafted fast-paced edits designed to hook viewers quickly on TikTok.
For the influencer marketing and UGC elements, we took a considered and strategic approach to both creator selection and content direction. Given the category, it was essential that the content did not feel overtly targeted at children. Instead, we leaned into cosy, relatable lifestyle moments, playful but age-appropriate humour and a balance of entertaining and authentic, everyday storytelling. This ensured the content felt natural on social media, whilst aligning with brand values and platform best practices.
The Results
Both campaigns delivered strong, on-brand social media content that Candy King loved, directly leading to a repeat partnership within the same year. The assets were versatile, platform-native and designed to perform in-feed, supporting both brand awareness and seasonal relevance.
The Halloween campaign, in particular, demonstrated the value of We Are SNS as more than a content producer. By seamlessly integrating influencer strategy and UGC alongside creative production, while carefully balancing creative ambition with compliance and brand safety, we proved our ability to scale partnerships and deliver holistic, high-performing social media solutions.
Because of the success of our collaboration with Cloetta, we were then asked to support content creation for the brand, The Jelly Bean Factory.
Looking to elevate your social presence with scalable, high-impact creative? Let’s talk about how we can build your next campaign together.
