📷 Image Credit: Mobile Marketer 👆
By: Robert Williams
TL;DR Häagen-Daz’s “Secret Sofa” campaign is a massive hit. Movies, ice cream, and feeling like you’re part of a secret society equal winning combination.
Häagen-Dazs came out with a series, ‘Secret Sofa,’ and it was a hit. The ice cream company partnered with the storytelling company Secret Cinema to make its 8-week series come to life. What was the secret sauce to their success? Each week, viewers would sign up for the secret streaming service, Secret Cinema, with offers from Häagen-Dazs pairing ice cream flavors with the movie and entering the viewers in a drawing to win free ice cream. They also offered tips on how to make specialty cocktails using their ice cream via blog posts.
They also delivered; Häagen-Dazs paired up with an Amazon subscription to get the ice cream to their customers asap. All of this combined made for a fantastic campaign driving a massive increase in sales. But that’s not all; they also paired with influencers to promote their ice cream on various platforms such as Instagram. Facebook, and TikTok.
This series and strategy were SUPER successful for Häagen-Dazs. The eight-week home entertainment series is an excellent example of how brand collaborations adapt their marketing directives during the global pandemic.
Statistically, the brand’s buzz score among women increased fourfold. Their consideration score hit a two-year high with targeted influencer activity on social media. Their “Secret Sofa” series received 80,000 new subscribers and had three times more engagement than industry benchmarks on Instagram. GREAT job!
Written by: Sofia Christensen, Intern
Edited by: Lisa Knight, COO & Mentor