THE CHALLENGE
An iconic global ice-cream brand with low awareness in the UK seeking to become the brand of choice for 13-24 year olds wanting an ice-cream on the go.
THE STRATEGY
Build awareness through a fan base to create a new community on Facebook and to fuel conversations and recommendations through content which embraced the core brand value of ‘fun’. Once established to then turn fans into ambassadors to recruit. Content needed to be original and engaging enough to be ‘shared’ and to drive a rapid increase in ‘Likes’ supported by media investment in targeted Facebook advertising. A strong tactical offer was also used as a call to action with targeted media in proximity to store locations and busy public transport hubs to drive footfall to parlours in London during the busy Queen’s Jubilee weekend.
THE RESULTS
Two campaigns ‘Who’s One’s Corgi?’ and ‘I-lick’ run through Facebook delivered the following results in the first 3 months:Over 7,000 likes in the campaign period, an increase of 520%! At its peak we increased weekly total reach (the number of unique people who have seen any content associated with our page) by 389%. This means 1.9million Facebook users would have seen the Baskin-Robbins brand and logo on their news feed from this increased activity.
An iconic global ice-cream brand with low awareness in the UK seeking to become the brand of choice for 13-24 year olds wanting an ice-cream on the go.
THE STRATEGY
Build awareness through a fan base to create a new community on Facebook and to fuel conversations and recommendations through content which embraced the core brand value of ‘fun’. Once established to then turn fans into ambassadors to recruit. Content needed to be original and engaging enough to be ‘shared’ and to drive a rapid increase in ‘Likes’ supported by media investment in targeted Facebook advertising. A strong tactical offer was also used as a call to action with targeted media in proximity to store locations and busy public transport hubs to drive footfall to parlours in London during the busy Queen’s Jubilee weekend.
THE RESULTS
Two campaigns ‘Who’s One’s Corgi?’ and ‘I-lick’ run through Facebook delivered the following results in the first 3 months:Over 7,000 likes in the campaign period, an increase of 520%! At its peak we increased weekly total reach (the number of unique people who have seen any content associated with our page) by 389%. This means 1.9million Facebook users would have seen the Baskin-Robbins brand and logo on their news feed from this increased activity.
