Case Study

Ben & Jerry’s creates buzz around the launch of two new flavours in Singapore

Key results

The opportunity

Ben & Jerry’s Singapore (@BenandjerrySG) wanted to reward its customers for their loyalty in its launch of Boom Chocolatta! and Spectacular Speculoos Cookie Core flavours. The brand turned to Twitter to create a highly engaging experience for its fans and to get them to spread the word to their fellow ice-cream enthusiasts.

The strategy

@BenandJerrySG used a Promoted Trend with the hashtag #CookieCoreWith to kickstart conversations about the two new flavours. The brand invited Singapore followers to Tweet and tag colleagues or schoolmates with whom they would like to share the new ice cream. The best Tweets stood a chance to have tubs of Cookie Core ice cream delivered to their door. @BenandjerrySG boosted further engagement by customising a Twitter Polling Card to ask fans where they would like their ice cream delivered.

Build campaign around a winning hashtag.

@BenandjerrySG’s Promoted Trend with the hashtag #CookieCoreWith not only was appealing but also encouraged fans to share the campaign with their colleagues or schoolmates. This boosted awareness of the new flavours and ramped up anticipation in the three-month buildup to their availability in stores.

Drive engagement through interaction.

Using the Polling Card, @BenandjerrySG asked followers where they would prefer to #CookieCoreWith their friends — at the office or at school. This direct-response mechanism allowed fans to interact with the brand and appealed to its target audience of ice-cream enthusiasts aged 18 to 34.

Use attractive visuals to boost awareness.

@BenandjerrySG used mouth-watering photos of its new flavours to increase appeal and generate demand. By using the photos in a one-day Promoted Trend, the brand helped its followers visualise the new products and expanded the reach of its message.

The success

#CookieCoreWith recorded an average engagement rate of 3.2%, a peak engagement rate of 3.43% and a cost per engagement that represented a 64% reduction from its target. On the day of the Promoted Trend, @BenandjerrySG saw mentions increase by 85 times compared with its normal Twitter activity, and its follower base grew twentyfold. The brand also gained 1,480,919 impressions during its campaign.

Twitter is an incredibly powerful tool that enables us to communicate directly with our fans in a way no other medium could achieve. … Twitter provided a means for us to have meaningful two-way dialogue while having lots of fun at it as well!

Kimberly Tan, Assistant Brand Manager, Ben & Jerry’s Singapore

Solutions used

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Expanding reach

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