As a Group Creative Director on Haagen Dazs, I have overseen a number of fun, interesting digital projects that were designed to create a lot of buzz on a limited budget. Here are a few of my favorites.
SOCIAL VIDEO: "MISSING SQUARES"
To introduce the brand's new "Cookie Squares", we created this video to give fans an idea of the deliciousness that goes into each one.
TWITTER: "SORRY" RESPONSES
Non-dairy is something Haagen-Dazs fans have been begging for for a really long time on Twitter. So we were excited to share the big news of the brand's first non-dairy collection...by responding to their same years-old Tweets, letting them know why it took so long.
Here's an example of the type of Tweets we sought out (this one dated from 2012):
And here's the video we responded with:
INSTAGRAM STORIES: "TEASING INDULGENCE"
TRIO is a new collection the brand introduced in 2017 that features layer after layer of two different ice cream flavors separated by crunchy Belgian chocolate. To help people discover each one, we created a series of “indulgent” videos that would each become an Instagram story that users could swipe through.
TWITTER SCRATCH REEL
We made a Twitter post a whole lot more fun by adding an element of discovery – and letting people actually swipe back and forth to learn a little something about some of our favorite flavors.
We worked with Facebook to create this Canvas based on an insight from their API. The insight? That Millenials were extremely routine-oriented. So we let them know, in a gorgeous, engaging way, how Haagen Dazs could fit right into their schedules.
THE ARTISAN COLLECTION
Haagen Dazs partnered with six little-known culinary artisans to help them create six new flavors in their new artisan line. We had just $200k to create 27 pieces of unique content that introduced consumers to the artisans and the six new flavors. So how did we manage to do that? I interviewed the artisans, an in-house director shot them, and we ate at a lot of low-budget fish shacks and taco joints along the way. All said and done, we managed to get 6.5 million Facebook views and nearly 200,000 visits to our Artisan landing page.
Some of the videos we created include a Launch film and Artisan profiles.