SnackWell’s doesn’t have fans in social…it has SuperFans! But some of the SuperFans had forgotten about this beloved brand of delicious cookies, and GKV was on a mission to re-engage them in relevant ways. Understanding how the SuperFan lived her life and used social media was the key to engaging with her. Humor became the path to success. SnackWell’s SuperFans are busy moms who want to escape, laugh and enjoy life, even if just for a few moments. We created a social series of humorous SnackWell’s moments that all busy moms could relate to, along with developing a content series around the SnackWell’s cookie guys that brings a smile to anyone’s face. This content, along with reminders of the guilt-free indulgence (now without high fructose corn syrup or hydrogenated oil), allowed us to reignite the SuperFans and garner $700,000 in earned media value and generate engagement with more than $150,000 people.