Bite-sized
entertainment.

HARIBO Chewy Channel

When HARIBO wanted to elevate its social media presence, the iconic candy maker came to us for a fresh approach to content.

Modern Consumer Insight

The world’s attention span has been reduced to eight seconds—and is shrinking.

Challenge

While HARIBO is an iconic brand, it wasn’t acting like one on social media. It needed to evolve its messaging in a shifting media landscape with content as binge-able as the candy it featured.

Solution

Building on the star power of HARIBO gummies, we created the Chewy Channel for IGTV, the world’s first streaming network for shrinking attention spans. A new series comes out every month, using the classic tropes of television and streaming platforms as our guide.


Awards

Short Social Good Awards: Winner in IGTV, Native Advertising

Digiday: Most innovative use of content

Results

4.2M

Views of the first series


108K

Chewy Channel followers (and counting)


374%

Total thruplay benchmarks