1.3
Million consumers reached through Instagram campaign
8K
Increase in Instagram followers
170+
Million media impressions overnight
Overview
The brief from My/Mo
5W was tasked by My/Mo Mochi Ice Cream to ideate and create a 360-degree program to deepen brand awareness and increase share of voice during peak ice cream season.
Strategy
How 5W ran the program
From May to August, 5W created a summer campaign strategy aimed to engage with target audiences and ensure an immediate groundswell of media coverage and social content. The campaign revolved around four components: storytelling through social; deepen connections; creating an experience; and meeting consumers where they are. To accomplish social engagement, 5W partnered with influencers on a Summer Content Series through Instagram. These relationships were driven by "Surprise & Delight" gifts to media, influencers and consumers.
5W hosted a takeover event at the colorful, inspiring, and IG-worthy Museum of Ice Cream to marry the concept of wonderful imagery with the history of the product. Furthermore, 5W executed a co-branded, in-store sampling event on National Ice Cream Day at Winky Lux Cosmetics to directly reach the consumers.
1.3
Million consumers reached
through Instagram campaign
8K
Increase in Instagram followers
170+
Million media impressions
overnight
Results
1.3 million consumers reached through instagram campaign · 8K increase in instagram followers
The program was wildly successful, producing remarkable social media engagement and media placements. Overall, the summer program produced the following results:
- 1.3 Million consumer reached through Instagram campaign
- 25+ consumers gifted
- Museum of Ice Cream event generated 100+ Instagram story posts in 24hrs and influencer content shared on-site drove 1,500+ website clicks
- Ice Cream Day coverage secured in outlets like Thrillist, Time Out NY, Refinery29, CNBC, MSN and People.com, totaling 170+ million media impressions overnight
- 8K increase in Instagram Followers as a result of the summer campaign
Learn how 5WPR, a top food and beverage marketing agency, successfully elevated My/Mo Mochi Ice Cream's brand awareness during peak season with a creative summer campaign that engaged millions.
Coverage included
More client work
