Social Confidential | How Sour Patch Kids' 'No-Rules' Approach Hypnotizes and Delights Fans
Channel: ADWEEK
Date: 2022-02-03

What would you do with two armies—one of upwards of a million fans, and one of tiny multicolored coworkers made of sour-sweet sugar?

On the latest episode of Social Confidential, Adweek’s Jess Zafarris talks with the commander-in-chief of these legions, Shelby Jacobs, whose role as social marketing and strategy manager at 360i positions her as one of the masterminds behind Sour Patch Kids’ social accounts, including its TikTok account, which boasts more than 1.4 million followers.

Take a look behind the scenes of this brand’s social accounts to learn how Sour Patch Kids soared to the most-followed snack brand on TikTok (along with fellow Mondelez brand Oreo), and how Shelby’s team approaches creative content, celebrity partnerships, fan engagement and more.

#SocialConfidential #SourPatchKids #socialmedia
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