Creative Strategy & Social Media
Ivonne Malagon
Swedish Fish
Swedish Fish is a beloved candy brand that comes to life on social as a wholesome, whimsical character, paired with a vibrant aesthetic designed to uplift and leave audiences smiling.
I managed 15+ monthly posts across platforms, supporting content briefing, creative execution, content creation, and copywriting. This work included developing consistent strategy pillars, leading community management efforts, and building a distinct brand voice.
The Summer I Turned Pretty Collaboration
The Ask: Activate The Summer I Turned Pretty fans during its final season through a partnership with Sour Patch Kids and Swedish Fish, driving weekly, episode-based fan engagement through a playful Sweet vs. Sour rivalry.
Results:
1.5M+
Impressions
60K+
Engagements
1st
TV Partnership
Always-On Content
The Ask: Reintroduce Swedish Fish to Gen Z and teen audiences by crafting a bold, ownable social persona that felt youthful, energetic, and culturally fluent, turning the brand into a playful escape hatch within Gen Z’s digital world.
Results:
32M+
Impressions
1.2M+
Engagements
#2
most engaged candy brand
Community Managment
The Ask: Lead daily community management across all channels, consistently embodying and evolving the brand’s signature wholesome, whimsical voice. Writing clever, engaging comments that extended the brand’s presence and reach beyond owned channels.
