• Home  / 
  • Case Study
  •  /  How Ben and Jerry’s used Twitter to increase engagement rate by up to 20%

How Ben and Jerry’s used Twitter to increase engagement rate by up to 20%

14/03/2014

bj

“This is case study about an ice cream business Ben & Jerry’s as to how they used twitter to crowdsource a new flavor.”

About Ben & Jerry’s

Founded in 1978 in Vermont by Ben Cohen and Jerry Greenfield, Ben & Jerry’s is famed for its super-premium ice cream in a wide variety of chunky and swirly flavors, using the finest quality ingredients. A Vermont corporation and wholly owned subsidiary of Unilever, Ben & Jerry’s operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community.


Challenge

Use Twitter combined with TV to encourage ice cream fans to submit suggestions for a new and unique Ben & Jerry’s flavor (target audience: age 18 -34)

Solution

• Used promoted trend to drive campaign awareness
• Used promoted tweets targeting specific interests, keywords and search
• Trialed TV conversation targeting and carried out TV ad campaign featuring the #MyBenandJerrys hashtag and promoted Tweets to users who engaged with specific shows to take suggestions about new flavors from the audiences.
• The one lucky winner of the competition received their own private supply of this unique flavor delivered direct to their door.
• As the key action, a hashtag –‘#MyBenandJerrys ‘was created to give consumers a sense of ownership.
• Launched its campaign with a content plan created in partnership with media agency @mindshare_uk
• As part of its bid to spark conversation, @benandjerrysUK targeted a number of celebrity Tweeters
• Online listening tools were used by @mindshare_uk to understand the patterns of conversation surrounding popular TV shows in order to inform its content strategy.
• Rewarded fans by creating personalized infographics of their suggestions when they began to tweet their desired #MyBenandJerrys concoctions
• @benandjerrysUK engaged with user Tweets by favouriting, retweeting and replying to encourage two-way conversation and demonstrate responsiveness after the TV ads were aired

[useful_banner_manager banners=24 count=1]

 

Results

• 6.8K additional followers
• 15.2% peak Promoted Tweet engagement rate
• 61% increase in mentions when TV was combined with Twitter
• 19.4% peak Promoted trend engagement rate


What worked?

The right hashtag
As #MyBenandJerrys not only had the benefit of being snappy, but also included the brand name and gave consumers a sense of ownership and involvement.• The content
@benandjerrysUK worked closely with the social content creation team at @mindshare_uk for #MyBenandJerrys campaign in order to set up a raft of rich and shareable content ideas to share with ice cream fans. The best performing Tweets in the campaign were retweeted and favourited hundreds of times.

Words by Steph Miles, Design & Digital Creation Manager, Ben & Jerry’s Europe

“The @benandjerrysUK brand is really about getting out there and meeting consumers. You can’t meet them all face to face, so Twitter is great for allowing @benandjerrysUK to connect and give consumers a connection. It allows us to have a dialogue with @benandjerrysUK ice cream fans.”

Digital Marketing Training Program
For working professionals & entrepreneurs
Learn how to market a business online just like experts & agencies do it.
Learn from real practitioners not just trainers.

Interested In Earning Money Part Time…?

 

Important Links

Share Button
Masters in
Digital Marketing
for professionals & job seekers
Learn how to market a business online just like experts & agencies do it.
Learn from real practitioners not just trainers.

Watch DSIM Trainees Celebrating Last Day of Batch

Watch Demo


Call Us
Free Demo