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MoonPie
MoonPie Social Media

RAN IN: United States

CLIENT
Chattanooga Bakery

AGENCY
Tombras *Lead Agency

Dooley Tombras, EVP
Brian Potter, CD
Nick Vagott, CD
Patrick Wells, Community Manager
Jade Kloss, Connections Planner/Buyer
Eric Cheek, Copywriter


SUMMARY

First, sales in 2016 increased by 9 percent, after a decade of flat or 1-2% growth each year. Second, more MoonPie products were sold in the two weeks leading up to the 2017 Solar Eclipse than were sold in all of 2016 online. Finally, two days after the Eclipse, the factory had to shut down due to enormous demand for MoonPies — the bakery could not restock the raw materials used to make the products fast enough.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;ECOMMERCE;INTERACTIVE/ONLINE;PR;SOCIAL MEDIA;SPONSORSHIP

Audience: Millennials

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English