How Tootsie Pops cooked up social media buzz about its new flavor

Call it the sweet taste of success: Brand managers created an online giveaway involving taste testers from its audience, building awareness and getting crucial feedback on its latest product.

Ragan Insider Premium Content
Ragan Insider Content

Do you use social media platforms to talk about your products? If not, you should, because it makes perfect sense to talk about your products in places where your audience already is.

Building brand awareness is an important marketing strategy that can be executed with the help of social media.

Tootsie Roll Industries leveraged its Tootsie Pops brand page and used a giveaway to raise brand awareness, as well as gauging interest in and receiving feedback on a new product.

Here’s what you’ll take away from this case study:

Here’s a step-by-step look at what Tootsie Pops did to accomplish its goals, along with tips on how you can apply them to your own campaigns.

Step 1: Pick a goal

Setting defined goals is essential to running a successful campaign. Decide: What are the top one or two things (three at the most) you want to achieve?

Here are some common goals we see among ShortStack users:

Tootsie Pops’ main goals were to increase the brand awareness and gauge interest of a new Tootsie Pop flavor. The special pop was available in a limited number of stores, and brand managers were interested in getting customer feedback and generating buzz about the new product.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.