ROTTEN
Social Strategy (2025)
HEADLINE was brought in to supercharge growth for better-for-you gummy candy brand Rotten — infusing its social presence with freaky, unforgettable energy. Through bold content formats, relentless creativity, and community-first strategy, we are actively building a rabidly engaged fanbase and viral momentum across platforms. By leaning into Rotten’s weird, grosscore, nostalgic branding we created a content engine built for shareability and cult fandom.
THE RESULTS
108% growth in new followers in four months
Engagement rate on content shot up from 1% to 3.5%
Over six figures in earned media value from expanded content reach and surging user-generated content in just 120 days
Significantly increased business growth and revenue, garnering attention of national retailers
WHY IT WORKED
We created repeatable social video series that hook viewers, entertain them, and keep them coming back to binge more eye-popping branded content
Rotten brings fans into their world through behind-the-business content, an active Instagram Broadcast Channel, and an ambassador network
In just four months, we turned a passive audience into active brand champions who love co-creating a nostalgic, freaky brand universe