Background

The National Confectionery Sales Association (NCSA) is a trade association that administers the Candy Hall of Fame and the Kettle Awards, which recognize individuals who have made significant contributions to the confectionery industry. The association serves professionals across the U.S. confectionery manufacturing sector.

Challenge

Before the campaign began, NCSA’s social media performance was showing mixed results. Over the prior six months, impressions had declined by 11.7% and engagements by 5.2%. While link clicks had increased by 21.7% and followers by 9.7%, the overall downward trend in impressions and engagements signaled a need for a refreshed strategy.

Top Objectives

• Increase followers on NCSA’s social media channels by 10% within six months.
• Increase impressions by 15% and engagements by 10% within six months.
• Sustain at least a 20% increase in link clicks across platforms.

Solution

To reverse the declines and accelerate growth, PriceWeber’s social media team built a new content approach focused on five pillars: history, events, people, community, and recognition. Monthly content calendars guided the work, while video, graphics, and photos ensured cohesive, appealing content.

Recognizing that confectionery professionals were an important target audience, we shifted greater emphasis to LinkedIn while continuing to support Facebook. Our refreshed approach included tagging relevant companies and professionals, using interactive polls, publishing PDF flipbooks, and creating posts designed to spark dialogue through industry-specific questions. Daily community management ensured timely engagement with comments and messages.

Tactics Utilized

• Social media strategy and content planning
• Creative development (video, graphics, photography)
• LinkedIn channel optimization and engagement tactics
• Community management
• Performance tracking and reporting

Results

The campaign exceeded every KPI and successfully reversed previous declines in impressions and engagements. The refreshed content strategy and stronger focus on LinkedIn drove meaningful growth across all tracked metrics, strengthening NCSA’s presence within the confectionery industry.

Performance Highlights

(6 months)

• Impressions: +71.5% (goal: +15%)
• Engagements: +57.5% (goal: +10%)
• Link Clicks: +41.3% (continued growth beyond previous +21.7%)
• Followers: +12% (goal: +10%)