Overview

We kept REESE'S fans engaged with quick, rewarding Facebook campaigns and profile stunts that celebrated brand loyalists and announced new products, events and partnerships.

And it's working. In just over 12 months, our efforts helped grow the REESE'S fan base from 1.44M to 7.6M — a boost that catapulted
the brand into the Top 5 Facebook pages for candy brands.

Minis Launch

Our Facebook launch for the new REESE'S Minis is the brand's best-performing social media campaign — ever. In just 15 days, the "Perfect Reeselationship" campaign triggered 67M fan interactions (including 45M likes) and drew in over 29M impressions.

The secret? Our behavioral insights drove the creative strategy. First, we analyzed REESE'S fans' Facebook actions over time to identify possible content preferences and then used our learnings to create a campaign they'd truly "Like."

Green Lantern Adventure

To support REESE'S partnership with Green Lantern, Engauge created the ultimate candy and movie experience on Facebook. Quickly. We concepted, designed and developed REESE'S Green Lantern Adventure — tabs, app and all — in a matter of weeks.

We worked directly with Warner Bros. Studios to secure Green Lantern exclusives — and even got 'em so excited about our idea that they upped the ante and offered higher-quality content (and more of it), making this REESE'S Peanut Butter Cup's most successful partnership yet.

REESE'S Halloween

REESE'S wanted to push the boundaries of social media marketing beyond Facebook by introducing their brand into the mobile space via a location-based service partnership.

So we teamed up with WeReward to create a multi-channel Halloween Costume Contest that'd engage and reward REESE'S fans during Halloween, their most important season.

Over 1,110 fans submitted photos of themselves enjoying a Peanut Butter Cup in their costume for a chance to win 10,000 WeReward points worth $100 and a REESE'S gift basket.

5 Million Fans

As a way of celebrating our loyal chocolate and peanut butter lovers, we commemorated the 5-million-fan milestone with video and photo posts designed to bring a smile.

We declared REESE'S a country of its
own and gave our REESE'S nationalists a flag
to wave in the air as proud citizens of
REESE'S NATION!