Candywrap's Background

Founded in 2020, Candywrap emerged as a local candy mix store with a small, passionate team. Their journey began modestly - a local packing team with a vision for unique candy blends. What followed was an organic growth strategy that would revolutionize marketing approaches.

The TikTok Rise

Candywrap's growth strategy was nothing short of revolutionary. Through TikTok, they managed to generate millions of views, entirely organically. Their short, captivating videos showcased the diversity and creativity of their candy mixes, resulting in a strong brand identity, particularly among the under-28 demographic.

The Challenge: Breaking Beyond TikTok

Despite their TikTok success, Candywrap recognized the need for expansion. In March 2024, they took their first step into Meta advertising, initially with a freelance partner. However, their initial approach proved limited: simply reposting organic videos quickly led to a growth plateau.

Our Strategic Approach

Audience Expansion

We saw an opportunity in the 30+ demographic. This market segment had different content consumption habits and more purchasing power. Our goal was to craft consistent content to unlock this segment while converting the current market awareness.

Media Buying Transformation

The original structure was based on launching new content once a month using organic content. We moved from an organic-only strategy to a comprehensive approach:

• Weekly new launches of at least 4 concepts

• Implemented Dynamic Product Ads (DPA) on top of funnel

• Decrease retargetting to only 5% of budget

• Introduced daily ad management instead of monthly

• Remove targetting and bring the account into a testing and scaling setup using broad targetting

Creative Execution

We developed four unique ad concepts each week. Using a mix of UGC, short unboxing and static to highlight diversity, hook on old candy habits and show the mix box surprises. This, while finding a balance between the young popping TikTok vibe and direct conversion that makes people not only watch but also buy.

“With Adsplicit's support, we transformed our growth from sporadic viral moments to a strategic, predictable trajectory. Their blend of daily optimization, rapid creative iteration, and data-driven decision-making propelled us to an impressive 78% growth in just 12 months. Their team's enthusiasm and collaborative approach were truly game-changing.”

Jeroen — Co-Founder Candywrap

The Results

In just 12 months time the team produced 212 ad concepts, which evolved into 636 individual advertisements. Those who've together with a strong media buying mix made Candywrap achieve:

• 78% year-on-year growth

• 23,000 new tracked purchases generated

• Generating over

• First order profitable growth

• Selling out on bestsellers multiple times a month

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