Campaigns and Demand Gen
Incentivising & Generating Icy Sweet Success
In 1960, Reuben Mattus and Rose Mattus set out to make an ice cream they could be proud of. They believed that if you were going to indulge in ice cream, it should be a real and fulfilling experience rather than the ‘cold and sweet stuff’ of their time. Häagen-Dazs, the brand Reuben and Rose created in New York, is today’s one of the world’s most favourite ice creams.
Häagen-Dazs opened its first retail store in 1976 – in Brooklyn, New York – with only three flavors – vanilla, chocolate, and coffee. Today, the company has business franchises throughout the world and also produces ice cream bars, ice cream cakes, sorbet, frozen yogurt, and gelato.
A unique social media challenge with real-world impacts, Häagen-Dazs was keen to launch new flavours of the ice-cream brand upon reaching a desired threshold of social sharing numbers. A multi-country rollout in tow, and launch support for on-the-ground activation, there was this need to conceptualise and develop an incentive engine as well. Social API development for FB and Instagram was also on the cards.
Considering the entrenched experience of StratAgile in running campaigns of similar nature, conceptualisation of campaign mechanics emerged naturally. Step one was to carry out a market research of taste and popular flavours in the three different countries. Armed with that data, recommended flavours were conjured up and displayed with aesthetic appeal. The popular following soon resulted in viral outcomes and champion flavours with an unprecedented buzz in the market for the brand. Incentive engine smoothened the process and added to the verve working hand in glove with the overall mechanics and adding to the pace of overall reception of the unique idea.