Food & Beverage | Case Study

How Airheads Tripled Social Share of Voice with Creative Word-of-Mouth Marketing

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 difficult to stay sticky in.

The Objective

Airheads needed to increase trial and awareness while driving purchase consideration and conversion among consumers over the fall, winter and holiday season.

Keep scrolling to see how Airheads drove these sweet results


Pieces of UGC created

17 MM

Total Mission Impressions

+ 300 %

Increase in online share-of-voice

+ 21 %

Increase in likelihood to purchase


Engagements from friends and followers

The Solution

Activated 8,000 Crafters in the Smiley360 Peer Influencer Community 

Using our robust segmentation capabilities, we identified participants within Airhead’s key consumer target—parents with elementary school-aged children who enjoy crafting.

Delivered a Custom Crafting Experience with Airheads 

Targeted influencers were invited to join the Airheads Mission. We sent them exclusive kits including various flavors of its Bites and Xtremes lines, crafting tools, lollipop sticks and a brochure with ideas and tips.

Sparked Creative User-Generated Content Across Social Media  

From cupcakes to alligator and basketball hoops, participants were encouraged to share their creations across the fall and holiday season.

Drove Conversion Among Friends with a Special Sweepstakes 

Through Vesta’s Single-Click Sharing™ technology, friends and followers could get in on the fun too with a special embedded link to a Facebook sweepstakes where they could win their own Airheads crafting kit.

As Featured in Mediapost 

“Showing off DIY crafts of all kinds on social media has become an obsession for many. One craze is candy crafting — and that’s a sweet opportunity for a colorful brand like Perfetti Van Melle USA’s Airheads. The brand chose Smiley360 to send Airheads Craft Kits to 8,000 social influencers.”

“Airheads Candy Gets Crafty On Social”