Swedish Fish

Emily Rogers
Overview
● Strategy
● Social Audit
● Social Media
● Email Automation
● Canva giveaway/contest graphics
● Landing Pages
● Keywords/Ad Groups
● Website Audit
● Conclusion
Overall Strategy
● Personification
● Fun and exciting
○ Relatable
○ Kid Friendly
● Share Recipes
● Host contests and giveaways
Social Media Audit
● All of the different social media platforms they have
● Follower/following counts
● What type of posts they are posting
● Who is their current audience
○ Is their content resonating with their current audience?
● Time of day for posts, frequency
● Their competitors
○ Social media they have
○ What type of posts they are posting
Current Social Media Platforms
Instagram:
● 112K Followers Facebook:
● 17 Following ● 875K Followers
● 88 posts ● 898K people “like” this
● Verified Account ● Verified Account
● Has not posted a photo since December 22, 2018 ● Confirmed Page Owner = Mondelez
● Thousands of likes International, Inc.
● Page created in July 2015
Twitter: ● This page is not currently running ads
● 14.5K Followers ● Has not posted since April 12, 2018
● 40 Following
● 309 tweets
● Joined in April 2016
● Verified Account
● Has not posted a photo since December 22, 2018
● Not as many likes/retweets a verified account should normally have
What Have They Posted?
● “Twitter Parties”
○ interact with fans through conversations when their fans participate by using a certain hashtag
● Overall, they use humor in their posts
○ the Swedish Fish accounts post very random photos or videos to keep their followers entertained
○ “Treadin’ Water” → mini series of videos that Swedish Fish would post on their social media
platforms.
■ 5 foot tall Swedish Fish that plays as a character
■ Promoted by using punny hashtags such as #Finomenal and #AskingforaFish
■ Responded to their comments using puns such as “holy fish!” and “ridicufish”
Current Audience
● I would aim their current target audience at 12-25 year olds
○ Treadin’ Water was a good way to reach these demographics because it was funny and silly and was
able to generate conversations
■ always left people waiting for more
○ Did a good job at keeping their captions punny
■ Curating funny content allowed followers to tag their friends, which expanded the engagement
○ They made the Swedish Fish personified by posting things people would do, and making the fish look
as if it was doing that as well

○ Content was resonating with their audience, but they didn’t do enough.
■ Especially when they stopped posting things back in 2018, some comments discuss Swedish
Fish’s social media absence
Time of day for posts, frequency
● Seemed to be before 11 am but never after 6 pm
○ Average 3-5 posts per week (2015 & 2016)
● As for frequency, posts on all platforms were very frequent in 2016, but then there were only three posts for
the entire year of 2017 and 3 posts for 2018
 Competitors and Their Social Medias
Starburst Skittles M&M’s
Sour Patch Kids
Instagram Instagram Instagram
Instagram
● 139K followers ● 323K followers ● 1.1M followers
● 397K followers
● 11 following ● 8 following ● 16 following
● 98 following
● 223 posts ● 66 posts ● 698 posts
● 415 posts
Facebook Facebook Facebook
Facebook
● 9M followers ● 21M followers ● 14M followers
● 3M followers
● 10M likes ● 22M likes ● 9M likes
● 3.5M likes
Twitter Twitter Twitter
Twitter
● 200.6K followers ● 407.2K followers ● 118.5K followers
● 66.3K followers
● 9 following ● 23 following ● 47 following
● 120 following
● 4,972 Tweets ● 12.6K Tweets ● 18K Tweets
● 7,632 Tweets
Tik Tok Tik Tok Tik Tok
Tik Tok
● 1676 followers ● 14.3K followers ● 494 followers
● 3738 followers
● 0 following ● 0 following ● 0 following
● 38 following
● 0 posts ● 0 posts ● 0 posts
● 0 posts
Snapchat
Snapchat
● Geofilter for Skittles open to use by
● Do takeovers with celebrities
anyone
Social Media
Target audience description:
● Age range
● Geographic location
● Gender
● Income
● Behaviors
● Interests
● Etc.

● Channels SF will be on (instagram, FB, Pinterest, TikTok, etc.)

● Entire social calendar for the next two months.
 3 Target Audiences
People on The Go -
Traveling/Commuting or Working
● Age range: 22-30
○ Early careers - always on the
go
● Geographic location: United States
● Gender: Males and females
● Income: $20K - $40K
● Behaviors: Looking for a simple
sweet snack, Always on the move and
not enough time to pack a treat
● Interests: Convenience, Having a
sweet snack as a “pick me up”
Netflix Watchers
● Age range: Between 10-25 years old
○ Some of Generation Z:
1995-2010,
● Geographic location: United States
● Gender: Male & female
● Income: Somewhere between lower
and middle class
● Behaviors: Spending money on food
above all else, prefers quick service
and easy snacks during binge
watching
● Interests: Binge watching Netflix
shows, Enjoys engaging content,
Social media, Digital technology -
expects information at their fingertips,
Follows and uses trends on social
media
Young Kids with Dietary
Restrictions
● Age range: 4 - 13
● Geographic location: United States
● Gender: Male and Female
● Income: Not applicable
● Behaviors: Struggling to find sweets
with dietary restrictions → Dairy,
Nut, Gluten free foods
● Interests: Animated and personified
mascot, Being able to celebrate
holidays such as Halloween without
being left out due to their dietary
restrictions, Likes to try new things -
exploratory/adventurous, Different
forms of the food - ice pops, recipes
with Swedish Fish, etc.
What Channels will Swedish Fish Be on?

Content calendar
Email Automation
● 3 automated emails
● 1 newsletter
Newsletter
Automated Emails
Canva Giveaway/Contests Graphics
● Develop a giveaway/contest.
○ What is it?
○ When will you run it?
○ What platforms?
○ When will you start promoting it? Month? Season?
○ Will it have a theme?
Giveaway Contest
Caption =
For your chance to win …
● Like this post
● Follow @SwedishFish
● Tag 3 friends in the comments
● Plus - share this post to your own Instagram Story
for an even better chance!

The Giveaway Contest will run a month before the

release of the new Sour Swedish Fish
● Serves as promotional post for the newest
Swedish Fish flavor
● Run for 3 days. Released on a Thursday afternoon
and the winner will be announced on Sunday
afternoon
Photo Contest
Caption =
● “ATTENTION ALL SWEDISH FISH FANS
Are you really our biggest fan? Prove it!
Follow @SwedishFish, post a pic proving you’re
a superfan, and use #FishFanFrenzy for a chance
to win $1,500!”

● The Photo Contest will run after the Giveaway

contest, in the beginning of September
● It will run for the entire month of September, so
that people have time to plan and post their
pictures using the hashtag #FishFanFrenzy
● It will be posted right away (without any
countdowns)
● The other during beginning of September
● The main theme will be Swedish Fish
Landing Pages
● Organize two landing pages and create some paid search ads for them
● Main goal of your landing pages & which audience to target them towards.
● Content for these landing pages.
Landing Page #1
Landing Page #2
Keywords/Ad Groups
Website Audit
● Since we are going to be driving traffic to their website with our marketing efforts, perform an audit of
their website.
○ Page load speed
○ Is it easy to navigate?
○ Is it consistent with their branding?
○ Does the content appeal to your target?
○ Etc
Swedishfish.com → Snackworks.com
New Website
Model
Conclusion
● Overall, Swedish Fish needs to come back with a fun and strong strategy
● Very competitive candy industry
○ Different brands play off of one another
■ Get active