In today’s world, effective social media strategies can push a brand into the viral spotlight. My recent project of producing a social media campaign for BonBon – A Swedish Candy Co., reflects this potential. 

Founded in 2018 and based in New York City, BonBon specializes in high-quality, traditional Swedish candies. The goal of this campaign was to enhance BonBon’s online presence, engagement, and sales.

After creating a detailed social media audit, I found that BonBon’s main platforms are Instagram, TikTok, and Facebook. Their brand voice is consistent across all social media platforms – fun, playful, warm, and inviting, as well as their visuals which are colorful and aesthetic. BonBon’s content is educational, trendy, and relies heavily on customer interaction and employee interaction.  

The campaign I’ve created is unique because it’s both authentic and strategic. A key element is collaborating with American TV personality and philanthropist Bethenny Frankel. 

Lately, Frankel has been obsessed with Swedish candy. She posts videos of her and her daughter trying the different types of candies and her audience loves it. 

Frankel is as real as it gets, and her audience knows that they can trust her to always tell the truth. She has a loyal following and can amplify BonBon’s reach. 

Her involvement will be to provide authentic user-generated content rather than content that screams “I’m an Ad!”. Frankel will create content highlighting her favorite BonBon products, including unboxing videos, taste tests, and personalized promotions and use the hashtag #BonBonXBethenny. 

Additionally, BonBon will launch a limited-edition bag of Swedish candy called “Bethenny’s Picks” that features Frankel’s favorites.

This campaign is more than just a marketing effort; it’s a celebration of what makes BonBon unique. By increasing their social media presence, BonBon will build a stronger and more engaged community around their brand. 

The combination of strategic partnerships, data-driven insights, and a focus on authentic content creation can give BonBon the boost it needs to be the leading brand in the viral Swedish candy world.