To launch their new ice cream flavour ‘Cookies & Dream’, @SelectaCornetto wanted to craft a campaign that would, at the same time, build excitement for the flavour, drive traffic to its website, and engage young consumers in a way that would help them remember their love for ice cream cones, be it outside or in the comfort of their home.
Based on the understanding that Filipinos turn to social media and influencers for product recommendations, @SelectaCornetto crafted a campaign that embraced what Cornettos have always been known for - the kilig, or ‘an exciting or romantic experience’. Specifically, the brand wanted to encourage lovestruck teens and young adults to express their feelings.
To achieve the best effect, the team pinpointed Twitter as the main platform for this #CornettoCONEfessions campaign because it’s where audiences are most engaged and self-expressed - and it’s where the most compelling and candid brand conversations take place.
Wanting to pilot new approaches to reaching their audience, @SelectaCornetto turned to Twitter to tap on their Influencer Sponsorship Model, which facilitates brands and influencers to co-create campaigns. With this approach, @SelectaCornetto could also work with carefully-curated influencers to roll out the campaign via a ‘storytelling’ approach.
A highlight of the Influencer approach is that campaign Tweets can be entirely posted by influencers, with the brand supercharging the conversations by promoting their Tweets. With this custom solution, a number of exciting ad formats were unlocked for the influencers to play with, including Twitter Polls, Unlock Cards, Conversation Buttons and Website Cards.
The campaign flow - or the storytelling - was straightforward enough. Two popular influencers in the Philippines, Kyle Echarri (@kyle_echarri) and Joao Constancia (@imjoaoconz), were tasked with offering advice on how to profess their love to their crushes, with Cornettos weaved into the backdrop. To further accelerate the campaign and help @SelectaCornetto reach much broader audiences, the love advice was rolled out in sequenced storytelling through Twitter's tried and tested ‘Tease, Reveal, Reinforce’ formula.
The Influencer Sponsorship Model proved itself solid when the brand gained significant share-of-voice, increased engagement and talkability - and, of course, helped young Filipinos profess their love and win some hearts.