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MoonPie’s Twitter Strategy Wins A New Generation Of Customers, And Huge Sales

December 20, 2017: 12:00 AM EST
A Tennessee snack cake company that makes only one iconic product – MoonPie – has built a social media reputation, and sales, by being quietly, hilariously funny, especially on Twitter. It carefully crafted a social media strategy to attract younger customers without losing its older base. Its biggest Twitter success, garnering 500,000 likes and 1.1 billion impressions across media channels, was a brief response to competitor Hostess’s Tweeted declaration last August that its Golden Cupcakes were the official snack of the Solar Eclipse. MoonPie’s Tweeted reply was simply “lol ok.” The Tweet not only caught the attention of younger snack cake buyers, it generated huge demand. One month after the “lol ok” Tweet, MoonPie's sales were the highest on record in the company's 100-year history. [Image Credit: © MoonPie ]
Maseena Ziegler, "How MoonPie Became the Unexpected Top Social Media Brand Of 2017", Forbes, December 20, 2017, © Forbes Media LLC
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