Nestle Dreyers Ice Cream

Creating Incremental Usage in a Commodity Market

The Challenge

How do we create deeper engagement and advocacy for a commodity product when social media was our only marketing channel?

The Insight

Millennial moms often overlooked the small, everyday moments with her kids due to continual pressure to create big, memorable experiences.

The Solution

We developed a social content strategy designed to help mom focus less on the “big” things and more on what we coined the “In Between Moments.” All content was meant to create, remind or celebrate the small stuff in life from recipes to new usage occasions to emotional storytelling – with Dreyer’s at the center of it all. New Honor Society concepted, styled, and shot hundreds of Facebook and Pinterest posts in our in-house content studio with a small and nimble team.

The Results

4x

repin rate on Pinterest

4x

engagement rate over industry standard

Double

digit sales lifts in Walmart, Kroger and Safeway during program period