How Sour Patch Kids recast YouTube influencers – and engaged teens

This event report details a campaign from Sour Patch Kids, Mondelez International's candy brand, which used YouTube influencers in a distinctive way to engage teens.

How Sour Patch Kids recast YouTube influencers – and engaged teens

Stephen WhitesideWarc

Ask members of Generation Z to choose their favourite celebrity, and they will usually provide a name unfamiliar to any marketer not following the hottest comedians, gamers or style mavens on YouTube.

Farrah Bezner, marketing director/Halls and candy at Mondelez International, supported this argument by referring to a recent survey of 1,500 teens conducted by entertainment title Variety– a poll revealing that the top five famous faces among these respondents had all risen to prominence by creating content for Google's video sharing platform, rather...

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