Brand
London Dairy
London Dairy – the premium ice cream brand is celebrating International Ice Cream Month all of July. A month that is much revered in the West from erstwhile President Reagan’s time; the celebration comes to India and London Dairy makes sure we all indulge in some delicious ice cream. What more could anyone ask for? One month dedicated to love, laughter, and limitless indulgence of ice creams.
Objective
The idea behind #LondonDairyIceCreamMonth, was to make consumers indulge in the extensive London Dairy range of ice creams and help them relish their special moments.
Execution
Making the most of this occasion, London Dairy decided to reach out to its consumers through a campaign on social media and on-ground activations.
Adding excitement to the campaign, the brand urged the consumers to share their special moments through London Dairy ice creams on social media. This created a huge frenzy on Twitter as tweeple went crazy sharing their London Dairy special moments with loved ones making the campaign #LDIceCreamDay trend #2 pan India.
Tweeple thoroughly enjoyed participating and this was evident from their rampage of sharing fun and candid pictures showcasing their moments of indulgence with loved ones.
Shweta Shrivastava, Marketing Head, London Dairy expressed her views, “On the occasion of international ice cream day, the London Dairy Squad reached out to young working professionals in an attempt to break the monotony of a regular work day and enthrall them with an indulgent London Dairy experience! Throughout the ice cream month, we had a lot of activities for our consumers, celebrating this theme and indulging our consumers the true London Dairy way.”
London Dairy engaged with consumers on social media like Twitter, Instagram and Facebook inviting them to join the celebration as they celebrated July 17, 2016 as World Ice Cream Day and became one of the first premium ice cream brands to get this culture here in full swing.
Results
The response received on all social media platforms was so over whelming that #LDIceCreamDay was trending #2 in India throughout the day.
On Day 1 – the photo albums post on Facebook encapsulating the on-ground activation performed the best with a reach of 354,059 people per day. On Day 2 the photo albums posted had a reach of 322,360 people
On July 14, 2016 the brand garnered an impression of 22,000 for one day at an organic engagement rate of 0.7% on Twitter. The top tweeples were @anuraagpandey and @Fever104_Mumbai with an engagement rate of 2.5% and 1.6% respectively. On July 15, 2016 the brand’s official handle saw an organic impression of 25,000 in one day with an average of 11RTs.
July 17, 2016 - #LDIceCreamDay saw an engagement rate of 6.2% and a total of 529 retweets and an increase of 236 likes. The July 17, 2016 activity was a huge success with the hashtag trending till 8 PM. The official brand handle gained approximately 200 followers on the twitter handle by end of the day.
With a combination of on ground and social, the campaign managed to create a great impact.
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