Sweet Success: How Ferrara Boosted Laffy Taffy Creatives with Alison.ai Insights
Ferrara is an American candy manufacturer known for candies Laffy Taffy, Nerds, and SweeTARTS, among others. As a leading sugar candy company in the United States, Ferrara’s treats are sold globally.
At a Glance
By harnessing the power of Alison.ai, Ferrara Candy Company managed to engage audiences across Meta’s multiple networks, improving viewership KPIs for its Laffy Taffy creative campaigns.
84%
Increase in 3 sec views
+106%
ThruPlays Percentage
-59%
Cost Per ThruPlay
We have been working with Alison for more than 6 months and are really pleased with our results. The team leveled-up our creative process by providing strong recommendations for creative optimizations. We’re excited to see the outcome and look forward to future creative improvements from the advanced analysis.
Brian Camen
The Challenge
Ferrara began their partnership with Alison.ai, aiming to increase viewership KPIs across all platforms. Ferrara’s marketing team had already identified many of its top-performing creative elements throughout the years, but was looking for the right combination of tags to complement each other and engage audiences on multiple networks.
The Approach
Alison.ai allows for in-depth analysis of creative elements and successful combination of features. Utilizing Laffy Taffy’s and their competitors’ data, Alison was able to pinpoint the optimal tags, as well as when and how to use them. Ultimately, the recommendations included several creative feature swaps and sound adjustments to connect with their audience.
Alison’s main creative recommendations included the following:
| Feature | Original Version | Alison Recommendations |
| Brand Tenants | Family Connection | Dad Joke Energy |
| Sound | Music + Sfx | Music + Sfx + Voice Over |
| Split Screen | Included | Not Included |
| Font Type | Not Included | Stylized |
The Results
The shift in tag usage according to Alison’s insights led to tremendous KPI improvement across Laffy Taffy’s creatives. The new creatives drive upper-funnel KPI performance by engaging and retaining Ferrara’s audiences. Post-implementation, Ferrara’s account is seeing KPI improvement, decreasing costs, and increasing viewership.
Collaboration with Alison yielded 2 major results:
- Successful use of optimal tag combinations, leading to improved ThruPlay metrics.
- Competitor insights inspired successful testing opportunities for features and tags in Laffy Taffy’s new creatives.
