Häagen-Dazs’ brand story has always revolved around the slow-melting quality of its ice cream – i.e., Slow Melting Moments in Progress, Anticipated Moments with Häagen-Dazs. The rich and premium ice cream brand is a purveyor of anticipation and indulgence, believing that true indulgence takes its time – and waiting only makes it sweeter.
A brand new flavor was introduced earlier this year – the Häagen-Dazs Cookie Dough Chip, a fudge-filled, buttery ice cream reminiscent of childhood memories. Our digital team created a social media mini-game to create awareness on the new flavour among its fans on Facebook and to put it in the spotlight. Building on the theme of anticipation, we created Waiting Only Makes It Sweeter – the minigame.
We built the mechanics of the campaign around the theme of anticipation. We wanted to recreate virtually the joy of savoring the richness of the ice-cream, slowly anticipating each bite and how it would taste in your mouth. To stand a chance of winning, the user had to finish a virtual scoop of ice cream every week, taking one bite each day for five days in a row.
If the user misses out on a day’s bite, the ice cream will melt and they will be disqualified from that week’s round. The user may try again next week and must be careful to come back every day to take a bite out of the ice cream.
The aim was to get users to come back to the page daily to play the game and also to interact with the content on the page. The week after the scoop has been “eaten”, the user will find out if they have won a prize. Prizes ranged from a scoop of Häagen-Dazs ice cream to a pint of Häagen-Dazs ice cream.
The minigame ran from 19 May 2012 to 15 June 2012, a total period of four weeks.
In that period of time, the page saw an increase in various page metrics – among them:
Daily people talking about this: 24.7% increase
Total reach: 19.54% increase
Engagement: 6.022% increase
More importantly, the awareness and exposure of the page and brand is enjoying a steady increase in participation post-campaign and shown increase in organic growth to the fan base as a direct result.
Note: This campaign was also customized for execution in Philippines.
#Social Media Marketing Campaign #Digital Agency Campaign #Malaysia
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