We used the tag line ‘reintroducing the coolest pop in the universe’ and ran audience profiling research to help target the right people on social media.
We developed a social media campaign, creating a Facebook, Twitter and Instagram page for the brand from scratch. The strategy was two-fold, targeting both teenagers and parents, as a high proportion of sales fell within these target markets. We identified peak purchasing times for different audiences, and ran a successful campaign targeting pregnant women with cravings for ice pops.
We introduced many engagement tactics, including video and spot the difference competitions, and used media to amplify the messaging.