Case Study

My/Mo

My/Mo

Overview

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.

My/Mo
My/Mo

Strategy

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

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