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Details & Info
The Strategy
Ketchup ice cream? Really? Yes, really.
We knew it was going to be a challenge to get people excited about a flavour never seen associated with ice cream. With that in mind and knowing the brand has a playful outlook, we developed the following:
Pre-Launch Campaign
- Created two pieces of content 2 weeks prior to launch encouraging their community to guess what the new flavour may be.
- Deploy 25% of ad budget.
Launch Campaign
- Created two lifestyle pieces of content to announce the flavour across Facebook and Instagram.
- Deploy 75% of ad budget.
- Reach out to popular news media outlets and share the story.
Community Management
- Engage with all participants during the pre-launch & launch campaigns in a fun, light-hearted voice.
Influencer Campaign
- To pour fuel on the fire, we hired a group of well respected influencers known for their engaging storytelling to try the new ketchup flavour and describe their experience in story both a traditional post and on their stories.
The Results
- People reached: 713,398 (IG: 196,051, FB: 517,347)
- Engagements: 86,089 (IG: 3,468, FB: 82,621)
- Media coverage: 6 (Narcity, MTL Blog, Valentine, Nightlife, 94,9 Rouge FM, Journal de Montréal)
- Influencer reach: 70,308 (with black ice cream), 30,003 (only ketchup posts)
- Influencer engagement rate: 8,209 (with black ice cream), 3,820 (only ketchup posts)