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WORK
HÄAGEN-DAZS
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HÄAGEN-DAZS Moments of Summer Summer is naturally a key trading period for ice cream brands. For summer 2010 Häagen-Dazs wanted to create awareness and drive loyalty. Our approach was to create a social media driven campaign, asking Häagen-Dazs lovers to share their ‘Moments of Summer’ with us on a dedicated facebook page for the chance to win a luxury break for two in Santorini. The activity was split into three phases: Recruit, Share and Celebrate. We used outdoor, press, digital press and facebook ads to recruit fans and voters. Then refreshed the messaging throughout the summer to encourage fans and voters to share the campaign with their network. Finally, we celebrated the winners at the end of the summer. At each stage leveraging brand, capturing data, offering pushes to store and keeping Häagen-Dazs front of mind for the whole summer. |
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