Boy in front of blue wall with Airheads logo

Case Study

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

Top Use Cases

Brand Advocacy

User-generated Content


Food & Beverage

Keep scrolling to see how Airheads drove sweet results


Pieces of User-Generated Content


Community-Generated Impressions


Increase in online
share of voice


Increase in likelihood to purchase


Engagements from friends & followers

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 Challenge:

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

“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.”

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.

Mother and child crafting in kitchen
Airheads candy and consumer images in round frames

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

Important for any resource-strapped team, TINT’s on-demand insights empower the brand to uncover key audience segments that aid in mass-market implementation, making their marketing investments work harder.

Images of Airheads UGC
Mother reading in starry tent with children

Drove Conversion Among Friends with a Special Sweepstakes 

Through TINT’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.

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