We began by carrying out in-depth market research to understand the competitive landscape for seasonal confectionery. This helped us identify key industry trends, benchmark against major players, and highlight where Candy Kittens could position its Advent Calendar most effectively.

Working closely with the internal team, we put processes in place for regular asset updates, ensuring that creative remained fresh, engaging, and aligned with campaign objectives. This collaboration allowed us to maintain consistency across all channels while reacting quickly to opportunities during the peak sales window.

On the activation side, we built tailored Performance Max campaigns specifically for the Advent Calendar. These leveraged Google’s AI-driven optimisation to maximise reach, improve conversion rates, and drive efficient performance across search and shopping placements. To complement this, we developed and deployed targeted social campaigns designed to strengthen visibility, engage audiences across multiple platforms, and build brand loyalty during a critical seasonal period.