Sweet Success: Ferrara’s Smart Moves in Influencer Marketing

Sweet Success: Ferrara’s Smart Moves in Influencer Marketing

In a delightful turn of events for candy lovers, Ferrara has been making headlines with its innovative marketing strategies, especially after the buzz from its Nerds Gummy Clusters ad during the Super Bowl. The ad, featuring the popular TikTok star Addison Rae, has opened up a world of possibilities for the candy giant in the influencer marketing arena. On September 19th, marketing experts gathered to share insights on the evolving world of brand partnerships with creators, discussing how Ferrara is set to pivot their marketing strategy into sweeter territories.

Creating Buzz with Influencers

It all started when Ferrara teamed up with influencer marketing agency Linqia. This partnership aimed at expanding its creator roster across various channels. Keith Bendes, Linqia’s VP of brand strategy, shed some light on the latest trends at the conference. According to the insights from Linqia’s 2025 State of Influencer Marketing, a staggering 94% of marketers are now integrating influencer content into platforms beyond the influencer’s own social media profiles. Yes, you heard that right! Influencers are growing beyond their basic roles and making headway into things like Super Bowl ads!

Bendes noted, “Creators and creator content are busting through the walls of social media.” It’s exciting to see how influencer-generated content is being used on various platforms—they’re not just a feature on social feeds anymore but are showing up in places like display ads, email newsletters, and even connected TV advertisements.

Finding Love in Brand Partnerships

Ferrara’s knack for identifying passionate influencers has proven to be a game-changer. The company discovered Rae through its Sugar Rush program, a new social-listening tool that reveals trends and consumer interests. Rae, with her impressive 88 million followers, had already been sharing her love for Nerds. Ferrara didn’t stop there; they also found out that Destiny’s Child’s Michelle Williams and NFL quarterback Caleb Williams were partial to their candy products! Talk about a sweet mix!

Brian Camen, Ferrara’s senior director of content and public relations, explained, “When we find out influencers—be they micro, macro, or celebrity—are passionate about our brand, it results in some incredibly creative work.” Bendes echoed this sentiment, emphasizing that the passion of influencers is what truly matters more than their follower count when it comes to crafting successful campaigns.

The Backbone of Influencer Success

While it all sounds fun and glamorous, the reality is that successful influencer marketing needs a solid foundation. “Ensuring you have the right foundations and governance is essential,” warned Camen. If not set up properly, organizations risk creating duplicate efforts across different departments, leaving the product messaging scattered and inconsistent.

Determining the return on investment (ROI) for these influencer partnerships is another major hurdle brands face. Bendes pointed out that many think influencer effectiveness can’t be measured in the same way as traditional media campaigns, but that’s simply not true. “There’s a wealth of ways to measure success,” he asserted, from brand lift studies to social engagement metrics.

Unleashing the Potential

With a clear understanding of how to quantify the success of influencer campaigns, brands can not only bolster their own marketing efforts but also elevate the entire brand ecosystem. “A single influencer campaign could feed an entire marketing content ecosystem,” Bendes concluded.

Final Thoughts

As Ferrara sweetens its strategy with the help of savvy influence-driven marketing, it’s an exciting time for both candy fans and marketers alike. The ability to weave together creativity and measurement into a cohesive plan is paving the way for successful future campaigns across the board. Who knew that a love for candy could turn into such a winning marketing playbook? Keep an eye on this sweet brand, as they continue to break barriers in the world of influencer marketing!