HARIBO – ALWAYS ON

THE BACKGROUND:
HARIBO’s mission is simple: to pack fun into every bag and remind people to take life a little less seriously. The challenge? While people love eating HARIBOs, they don’t really feel connected to the brand.

That’s where I came in. Before they brought things in-house, I was brought on to change that—helping HARIBO win over Millennials and Gen-Z and make the brand part of their cultural conversation.


THE IDEA:
To make this happen, I leaned into one of the most powerful tools in social – reactive content. By keeping a finger on the social pulse, I showed ‘Young Adults’ (HARIBO’s target audience consisting of Millennials and Gen-Z) that the brand wasn’t just fun to eat – it was fun to engage with, too.

Reactive content has always been a key part of my social playbook. It builds cultural relevance, driving organic performance by showing people that you’re part of the same conversations they care about.

Throughout my career, I’ve built and led social newsrooms—from Netflix at We Are Social to launching newsrooms for The Game and Edelman. When I joined the HARIBO team at Edelman, I saw an opportunity to transform their approach to reactive content into a bold, engaging strategy — all with one goal in mind: making HARIBO's Instagram the most fun corner of the internet.

The results? We drove a 35% increase in followers and consistently improved performance month over month.