Klondike

2019-2021 What Would You Do For a Klondike Social & Digital Campaign

The campaign started off in 2019 when we re-introduced Klondike to Millennials by revising the “what you do for a Klondike bar” campaign. Using a new humorous tone of voice, we tapped into cultural moments and brought the campaign to life across organic and paid social. In 2020, we continued the campaign by targeting a Gen-X audience, making them aware of our wide variety of products and the taste appeal that comes with each product. Towards the end of 2020 and in 2021, we shifted our strategy to focus on nostalgic and unique content to bring back memories of the 80s and 90s. We created a new look and feel, involving new and original imagery, which I art directed. We also created multiple engaging series of content across Instagram, Twitter, and Tiktok, and in the process, doubled our organic following on Instagram.

AD: Kaitlin Nicolini
CW: Neeruj Seethi

#IAMAKLONDIKE

During a partnership with the WWE & Summerslam, we were able to get over 5000 people to change their display name to Klondike and use the hashtag “IAMAKLONDIKE”. We had several WWE wrestlers change their display name as well during the event.

During the event, we made custom Klondike profile pictures for anyone tweeting #IAKLONDIKE and also created live image responses to brands and influencers.

The video got 6 million organic views and 14k engagements and the hashtag was also trending on Twitter, making it extremely successful.