Candywrap: 78% YoY growth

Candywrap's background

Founded in 2020, Candywrap started as a local candy mix store with a small, passionate team. Their journey began modestly: a local packing team with a clear vision for unique candy blends. What followed was an organic growth strategy that would reshape their entire marketing approach.

The TikTok rise

Candywrap's growth was remarkable. Through TikTok they generated millions of views, entirely organically. Their short, captivating videos showcased the diversity and creativity of their candy mixes, building a strong brand identity, particularly among the under-28 audience.

The challenge: breaking beyond TikTok

Despite their TikTok success, Candywrap recognised the need to expand. In March 2024 they took their first step into Meta advertising, initially with a freelance partner. That early 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 segment had different content consumption habits and more purchasing power. Our goal was to craft consistent content that unlocked this segment while converting the existing brand awareness into purchases.

Media buying transformation

The original structure launched new content only once a month using organic content. We moved from an organic-only strategy to a complete performance system:

• Weekly launches of at least four new concepts
• Dynamic Product Ads (DPA) at the top of the funnel
• Retargeting reduced to only 5% of budget
• Daily ad management instead of monthly
• Removed manual targeting and moved the account into a testing and scaling setup using broad targeting

Creative execution

We developed four unique ad concepts every week. Using a mix of UGC, short unboxings and statics to highlight the diversity, hook on old candy habits and show the surprises inside the mix box. All while balancing the young, popping TikTok vibe with direct conversion that makes people not only watch, but buy.

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

The results

In just 12 months the team produced 212 ad concepts, which evolved into 636 individual ads. Together with a strong media buying mix, that made Candywrap achieve:

• 78% year-on-year growth
• 23,000 new tracked purchases
• First-order profitable growth
• Selling out on bestsellers multiple times a month