Ice Cream brand boosts brand recall with Facebook competition

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Czech food wholesaler Amplex increased awareness of its ice cream brand by 7 points when it used Facebook video ads to entice people to enter its promotional contest.

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Case study summary

• Ice cream brand wanted to boost awareness of new product during the summer

• Ran promotional contest using Facebook to create awareness

• People who viewed the video ad were reminded to enter through Audience Network banners

• 76% of the target audience saw ads more than 2 times with 19-point lift in ad recall

The challenge

Alimpex Food is one of the Czech Republic’s major distributors of frozen, chilled and ambient foods. In addition to representing well-known global brands, it also manufactures products under its own brand names. The brand wanted to boost awareness of Manhattan—its New York City-inspired ice cream brand—during the summer by getting audiences excited about a promotional contest.

The solution

Alimpex Food asked digital marketing agency MarketUP to help it create engaging ads to build a buzz around Manhattan ice cream and promote the contest.

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In the first phase of the 6-week campaign, the team sought out potential customers, using mobile-friendly vertical video ads and ads in carousel format that invited people to try Manhattan ice cream. These ads were shown to Czech people aged 18–34 across Facebook, Instagram, Messenger and Audience Network. People were invited to visit the contest landing page and submit their favourite ice cream flavour to be in with a chance of winning one of 2 trips to New York.

People who viewed the video ad or visited the website but who did not enter the contest were reminded to enter through Audience Network banners, an Audience Network ad format that appears at the bottom of the display in selected websites and apps, outside of the Facebook family of apps.

Later, MarketUP helped Alimpex Food run a Facebook brand lift study to measure the impact of the campaign on ad recall.

The results

Alimpex Food’s successful summer 2018 campaign built strong engagement for the contest, as well as a significant boost in ad recall:

• 76% of the target audience saw ads more than 2 times
• 19-point lift in ad recall
• 7-point increase in brand awareness

Martin Kincl, Marketing Director, Alimpex Food, said: "Based on the results of the brand lift study we completed with Facebook, we can see clearly that this campaign helped us build brand awareness and purchase intent across the Czech Republic. Overall, we have seen our revenues increase by 20% following this campaign."

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