Hostess’s quirky Instagram could be sweetening sales. The brand that went bankrupt in 2012 has made a comeback, partly thanks to a social media strategy that leverages memes and viral moments. Instead of trolling other brands, they put product first with a tone their brand director describes as “deliciously unapologetically irreverent.” The account has over 124k followers, earns upwards of 1,000 likes on popular posts, and yields real-world results. Posting about Suzy Q cakes each week caused the revived brand to “gr[ow] over a hundred percent from what it had been the previous year.” (Mashable)
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