Overview

This project focused on producing a social media campaign for BonBon - A Swedish Candy Co. and reflects the potential of launching the brand into a viral success. BonBon already had a strong foundation: a colorful, fun brand identity and loyal customers who loved their Swedish sweets. But they needed help growing their audience and brand presence. I knew a smart partnership with American TV personality and philanthropist, Bethenny Frankel, could be the key.

The Idea

My idea was to create a targeted, influencer-driven social media campaign. BonBon’s Instagram, Facebook, and TikTok accounts were already active, but they needed a push. I proposed partnering with Bethenny Frankel because she’s known for her authentic product reviews and has a loyal, engaged audience that trusts her. By combining BonBon’s colorful brand with Bethenny’s influence, we could create a campaign that felt real, exciting, and shareable.

Bethenny would play a major role by creating authentic content (like unboxing videos, taste tests, and special promotions) and by helping launch a limited-edition candy bag called "Bethenny’s Picks." Her influence would bring new eyes to the brand and drive real engagement across BonBon’s social media platforms.

The Proposal

• Social Media Audit: I reviewed BonBon’s Instagram, TikTok, and Facebook to see what was working and what wasn’t. I found their Instagram and TikTok were strong, but their Facebook needed more attention.

• Target Audience: I focused on women ages 18-34 who love gourmet, international foods and are active on social media.

• Campaign Strategy: Set SMART goals—like growing Instagram followers by 50% and boosting engagement across all platforms.

• Platform Focus: Instagram, TikTok, and Facebook were chosen because that’s where BonBon’s audience already was.

• Bethenny Frankel Partnership: Bethenny would post unboxing videos, taste tests, and promos. We would also launch a special "Bethenny’s Picks" limited-edition candy bag, promoted across both her and BonBon’s social media.

• Content Calendar: Planned 5–6 posts a week on each platform, posting during peak engagement times to maximize visibility.

• Ad Strategy: Use Instagram and Facebook ads to target specific demographics and locations, while relying on Bethenny’s TikTok videos for organic reach.

The Plan

My plan broke the campaign into manageable pieces:

1. Launch Announcement: Bethenny would introduce BonBon to her followers with fun, casual content.

2. Regular Posts: We would post colorful, engaging photos and videos featuring products, behind-the-scenes moments, and user-generated content.

3. Community Engagement: Reply to comments, encourage shares, and use branded hashtags like #BethennysPicks and #BonBonCandy.

4. Ad Management: Boost top-performing posts and use targeted ads to drive website traffic.

5. Monitoring and Reporting: Track engagement metrics weekly to adjust strategy if needed and ensure we met our SMART goals.

Final Thoughts

By following the strategy of this campaign, BonBon could build real, authentic connections with their customers. With Bethenny’s voice and BonBon’s colorful, joyful brand, I created a partnership that felt genuine and exciting. This project showed me how powerful the right influencer collaboration can be when its planned carefully and stays true to the brand’s identity.

View the full report here: