Ben & Jerry's Classics. Facebook Publishing Idea. 2013.
Challenge. Build a publishing idea for Ben & Jerry's "Classics," six flavors that drive a large share of the brand's total sales volume. Drive sales of these favorites as a last push before the end of Summer 2013.
Solution. Developed a campaign for these flavors called “Not New, Not Improved,” a playful nod to the fact that these flavors have been amazing since the day each were created — and still are today. Using Facebook’s Audience Insights Tool, determined the type of witty, smart humor Ben & Jerry’s consumers love, and used that as a means to deliver the campaign message — making the creative smarter and more relevant. Used a mix of targeting tactics to reach the right audience including Partner Categories and Custom Audiences based on offline shopping behavior, and Native Targeting based on age, gender, and interests.
Results. Reached 14 million unique people. Roughly 90% of people reached with the campaign were reached via mobile.The campaign literally moo(ved) product off the shelves, driving an 8.1% offline sales lift at the brand level and generated 25.6x ROI.