Welch's Fruit Snacks Leveraged MikMak to Transform a Viral Moment into Conversion, Revived an 'Unsung Hero' Product and Created a Sustained New Sales Baseline

The excitement was there but the team needed to ensure that viral buzz translated into retail sales and repeat customers, not just views and likes. Turning cultural relevance into commerce would be the true measure of success.

To capture and accelerate the surge in demand, the brand leveraged MikMak Commerce to make campaign content – including paid social and a recipe landing page – shoppable across retailers and gave consumers a direct path from content to purchase. Using MikMak Insights, the team A/B tested performance across retailers and discovered that Walmart was the top conversion driver and optimized accordingly. 

The optimized Walmart activation delivered powerful results: Walmart garnered over 1.2M purchase intent clicks and a 5.6% click-through rate (CTR) - well above the 1% benchmark. Most importantly, overall Walmart unit sales increased by 100% YoY during the campaign period. Even after the campaign ended, Welch’s Fruit Snacks saw a new sustained sales baseline, with many trial shoppers converting into repeat buyers.