Sweetarts has overhauled their digital advertising this past year with an overall relaunch and repositioning targeting candy fans, particularly millennials.
Sweetarts’ latest campaign, “Follow Your Tart”, uses a wide range of influencers including: singer/songwriter Troye Sivan, gamer Adam Montoya (SeaNanners) and LARPing (Live Action Role Playing) online star Mo Mo O’Brien. The campaign focuses on being yourself and celebrating your passions and who you are.
The summer campaign has kicked off with a 60-second anthem video that includes Sivan’s smash hit single – Youth. Montoya and O’Brien also make an appearance in the 60-second online video set to run on all Sweetarts social channels.
To leverage their fan bases, the video will be cut into shorter versions and published through the influencers’ strongest followed platforms, making this a smart strategy to engage with these influencer’s audiences and put the Sweetart brand and messaging directly in front of them.
The “Follow Your Tart” campaign includes a tour, making their first stop at VidCon this month.