Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy.
Full Episode Details
Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.
She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth.
We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters.
In This Episode:
- 3:41 - An introduction to Annie’s role at Ferrara Candy Company
- 4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement
- 7:22 - The importance of manual work over automation
- 10:35 - A candy corn combo that might even convert the haters
- 11:42 - How Annie’s team manages accounts for at least 10 different brands
- 14:22 - How they determine which brands and platforms get more attention
- 16:27 - Why paid and organic social should complement each other
- 18:28 - Why “LoFi” content is gaining popularity
- 19:22 - What bugs vs. excites Annie about working with social media
- 21:53 - Annie shares her experience of winning a film fest award on TikTok
- 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner
- 28:58 - The most important social channels for Annie’s team
- 30:12 - Annie’s predictions for the future of content and influencer marketing
- 32:42 - Annie’s top tip for those aiming to become a social pro
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