Case Study




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.



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.


Million consumers reached
through Instagram campaign


Increase in Instagram followers


Million media impressions


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, totaling 170+ million media impressions overnight
  • 8K increase in Instagram Followers as a result of the summer campaign