A dessert brand soars into ice cream season with a TV and Twitter campaign
Key results
- 1,552% increase in brand mentions
- 27.1% Promoted Trend engagement rate
- 275K hashtag mentions
The opportunity
Although ice cream is hugely popular in Turkey, it’s not a snack that people consider very often in the off-season. This leads to a huge seasonality in ice cream sales, which mostly take place between June and August. Turkish ice cream company AlgidaTürkiye (@AlgidaTurkiye) wanted to start the ice cream season early by driving engagement among consumers and creating online buzz ahead of the summer months.
The strategy
@AlgidaTurkiye created an integrated digital marketing campaign around TV and Twitter — backed by print and digital activity — with the aim of bringing the joy of summer as early as possible to its target audience. The campaign was called “Ice Cream from the Sky.” Centering on the dream of a small child, it promised that thousands of ice creams would be dropped from the sky. @AlgidaTurkiye made this happen by using paramotors and balloons to deliver ice creams to five different cities in Turkey. For their city to be among these, consumers simply had to vote on Twitter.
The TV commercial aired at exactly 9pm on April 8 on every TV channel in Turkey. Ice cream lovers were then invited to Tweet the name of their city with the #icecreamfallfromthesky hashtag, which generated the maximum number of mentions. The five cities with the most votes were selected to host the ice cream “showers.”
The campaign, backed by a Promoted Trend, created genuine buzz and the hashtag #icecreamfallfromthesky also trended organically just 10 minutes after the TV ad aired. To encourage more people to get involved in voting,@AlgidaTurkiye promoted customized Tweets for the cities before announcing the winners on Twitter.
Excite your audience with a unique experience.
The campaign created a special experience for consumers with the magical idea of ice cream falling from the sky. This caught the imagination of @AlgidaTurkiye’s audience and encouraged them to take part in the Twitter vote to make their city one of the five which would receive the ice cream.
Use a Promoted Trend to get people talking.
@AlgidaTurkiye used a Promoted Trend to launch its campaign on Twitter. This gave it a high-profile presence on the platform and helped the brand spark conversation. The conversation grew so much that the campaign hashtag also trended organically, amplifying @AlgidaTurkiye’s reach even more.
Create a competition to drive engagement.
To make this campaign feel completely inclusive to different parts of Turkey, @AlgidaTurkiye created a competition that would bring communities together, encouraging consumers to champion their own cities.
Additionally, the company ensured that the competition was easy to enter. All participants had to do was Tweet with the hashtag and their city name.
The success
@AlgidaTurkiye significantly increased reach and brand conversations during the course of its campaign, and saw sales rise by 6%. Overall, #icecreamfallfromthesky racked up 275,000 mentions. It also helped generate a 1,552% increase in brand mentions during the campaign period.
@AlgidaTurkiye attracted 7,000 new followers and garnered more than 250,000 votes via Tweets. The engagement rate was strong throughout, peaking at 27.1% during the Promoted Trend.
‘’Twitter gave us the opportunity to make a dream come true, truly by people’s choice. Also, by using it as a dynamic communication platform, we were able to reach more people who wanted to join us in experiencing the joy falling from the sky, instantly.’’ Leyal Eskin Yilmaz (@LeyalEskin), Marketing Director, Algida
