Haribo

I lead Haribo Japan's organic social team.

We create playful contents that fit Haribo's global brand image, while also making sure that it is relevant to the Japanese audience.

Starmix Election Campaign <2023>

Haribo's Goldbear was already wide known in Japan, and so was Happy Cola. In 2023, client wanted to make Starmix the third pillar of their products in Japan.

With our mission to spread awareness of Starmix in Japan, we launched a fun campaign called Starmix Election Campaign.

Users were asked to quote RT/comment which gummy out of the 5 types of gummy in Starmix they like. We added the total of all their ‘votes’ and selected the number one gummy…Goldbear.

By making this campaign not just a RT/like campaign, we were able to increase the interaction of the campaign, and gained more than 2,000 votes in total from Instagram/X.

Goldbear TVCM Campaign <2024>

Haribo Goldbear’s new TVCM was launched in 2024 September in Japan, and Haribo Japan as a whole held a big campaign to increase Haribo fans/Spread awareness of the TVCM.

Social had 3 phase when involving in this campaign.

First phase was spreading awareness of the new TVCM. To celebrate the launch of the TVCM, we held a giveaway campaign in September.
Second phase was promotion of the 3 days event in Yokohama. As it was the first event in Japan, and from the interaction with influencers on social, more than 20,000 people came.
Third phase was the collaboration with influencer. We collaborated with a kabuki actor to make it relevant to the ‘samurai’ theme of 2024 TVCM, and this Haribo Japan’s first influencer tied-up post ended up to be the post with best engagements of the year.

Throughout this campaign phase, we were able to gain more than 200 followers, and achieved 20,000 for the first time.