Good News Goldbears
HARIBO
With our feeds filled with nothing but content to doomscroll, HARIBO set out to transform their social channels into a source for good news. To celebrate National Gummi Bear Day, we hosted an all-day livestream full of newsroom segments, fan videos, and influencer cameos. By creating a custom AR filter and opening a dedicated phone hotline, we invited fans to share their good news, filling both our feeds and the livestream itself. We achieved over 22 million impressions total in paid and organic reach, with an increase of 1,570% in organic social alone.
Livestream segments
Our livestream featured multiple segments designed to replicate a real news station, including sports and community highlights, breaking news updates, and live reports from on-the-field correspondents.
Filling the feed
We supplemented our feeds with posts showcasing positive news received through our hotline, fan-submitted images, and exclusive segments spotlighting a special Adidas collaboration. The event concluded with a livestream wrap-up featuring our favorite gummi-filled highlights.
CREDITS
Molly Espenchied, Associate Creative Director (Copy)
Erin Brown, Associate Creative Director (Art)
Will Maynard, Designer