Baskin-Robbins needed to regain relevancy amongst the next generation of ice cream lovers: Gen Z. We went all in with a modern social strategy and creative POV to give their organic social feeds the glow up they needed while executing low lift/high reward activations that can further engrain ourselves into Gen Z’s world.
When Nicki Minaj was prepping to release Pink Friday 2, the internet went wild over AI powered #GagCity. We knew there were more than a few barbz in our audience and were quick to chime in. Our efforts were rewarded by a RP from Nicki Minaj herself and a shoutout in Tech Crunch.
For April Fool’s we fabricated an ice cream flavored lip kit release that tapped into our audience’s beauty passion point. The resulting engagement and content garnered us features in many influencer round-ups — all organic.
To celebrate the return of a cult favorite, we executed an organic giveaway and one day social stunt: just be the last comment of the day with ZERO likes to be the winner of a dipping cabinet sized tub of Beach Day ice cream. At the end of the day we broke organic engagement records and our lucky winner still has a love note to the brand in her IG bio as a result.
We ditched the overly polished look and sales CTAs to develop a voice and tone that was modern, fresh and culture-forward. We’ve increased social engagement on Instagram by +11% and up by Twitter +5& YoY. We then set the stage to launch the brand on TikTok for the first time, garnering our very own viral moments on the platform with many of our posts generating 2M non-boosted views.
