American Licorice Finds Its Sweet Spot with Earned Reach

March 31, 2014

Executive Summary

Marketers today face increasing fragmentation of the media landscape, rising costs for paid impressions on social, and shifting algorithms for organic reach on Facebook. However, storytelling brands which are able to leverage creative content and first-mover advantage can still earn disproportionate share of voice. Michael Kelly, media and consumer communications manager at American Licorice, shared how its brands are generating cross-platform engagement with very limited budgets.


“American Licorice Finds Its Sweet Spot with Earned Reach.” Michael Kelly, Media and Consumer Communications Manager at American Licorice Company. ANA Media Leadership Conference, 3/31/14.

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