In this campaign, the aim was to help After’s Ice Cream create a viral buzz around their limited launch of the "Off-Diet" Snack Pack. Our ultimate focus was therefore to maximize brand awareness.
For this to be successful, we went with an omnichannel approach, leveraging our highly engaged email list of foodies to give it strong initial engagement upon launching. After that, we incorporated a paid advertising strategy that utilized a combination of warm and cold audiences using only a $50 Ad Budget.
With the cold audiences, we created audience profiles based on people who would be interested in this type of product (foodies, fast-food lovers, festival-goers, millennials, streetwear fans, etc).
When it came to the warm audiences, we targeted After’s Ice Cream’s own followers and also created lookalike audiences with people who had already engaged in viral events and promotions in the past.
Our Afters Ice Cream's "Off-Diet" video feature generated 3.5 Million Views, Reached 4.4 Million People, and had 140K Engagement Actions (Likes, Shares, Comments).
We ended up having the biggest Facebook Launch for the "Off-Diet" Snack Pack Campaign, helping them reach viral numbers for this promotion.
Here are the stats for the other FB releases for comparison:
