CANDY'UP
DRIVING TEEN RECRUITMENT
THROUGH POP CULTURE
Breaking away from traditional advertising codes to penetrate urban culture authentically, while maintaining strong top-of-mind awareness among younger children and parents.
CANDY'UP NEEDED TO RECRUIT NEW TEENS AT SCALE WITHOUT ALIENATING ITS CORE HISTORICAL AUDIENCE.
OUR RESPONSE
We built a full pop-culture ecosystem centered around KeBlack as cultural ambassador to drive organic viral engagement.
→ Cultural ambassador partnership: Designed an end-to-end pop-culture activation leveraging KeBlack to seamlessly enter youth culture.
→ Social-native content creation: Produced platform-first content integrating music, dance, and creative expression as core brand vectors.
→ Creator-centric strategy: Developed shareable assets engineered specifically to drive organic views, shares, and audience interactions.
→ 360° multi-platform deployment: Executed a synchronized rollout across digital channels, maintaining a unified visual universe that engaged both teen recruits and younger kids with parents.
THE RESULT
FROM A CREATIVE CAMPAIGN TO MOVING CULTURE: UNPRECEDENTED VIRAL IMPACT AND TOP-TIER CHARTS PERFORMANCE
By anchoring the brand into pop culture, Candy'Up generated organic social momentum, sparked widespread audio creation on TikTok, and established an authentic cultural presence that resonated across generations.
→ DRIVEN BY USER ENGAGEMENT
→ AUTHENTIC BRAND RECRUITMENT
→ PENETRATING URBAN YOUTH CULTURE
