Celebrating Love & Romance From Afar
We were tasked as lead agency to conceptualize and plan the launch of Cornetto Love Series amidst a very cluttered season (Valentine’s Day and Chinese New Year) in 2021. Our campaign included touchpoints across social media, influencers outreach and media engagement.
With the limitations of on-ground activations due to the pandemic, we developed an influencer-led campaign with specially curated content to spark conversations and engagements around love and romance.
We planned and executed:
- The production of branded videos with influencers to raise awareness on Cornetto Love Series (See videos here, here, here and here)
- Celebrity to micro-influencer activations for both reach and volume
- A collaboration with Ana Tomy to promote the act of couple journaling
- An eye-catching PR kit – picnic basket in support of local business Wishful
- An interactive Instagram AR filter to spark conversations surrounding love
- Produce compelling social media assets to drives sales for the range of ice creams and participation in social media contest
The branded videos garnered a total of 805,800 views collectively, with an engagement rate of >8% for a total of >855K engagements. Across feed and stories content from our influencer squad of 11, we achieved >1.6 million impressions, >1.4 million in reach, >279K engagements and >860K views on video content. The “Would You Rather” AR Instagram filter captured 71,300 impressions. We had 16 organic news stories and 6 social shoutouts from media friends, with an overall PR value of RM119,175. We developed 35 creative assets for social media that garnered 1.12% CTR from the eCommerce advertisements with total of 12,858 link clicks via paid media channels. The assets that were developed also improved competition submissions: a 20% increase in submissions were seen as compared to previous competition activations from Cornetto launches. Overall, the product was sold out within the first month of launch and Cornetto recorded 20% more sales (GSV & volume) than predicted, making it one of the most successful campaigns for the brand so far.
