Integrated Digital / Experiential Activation

Ben & Jerry’s Ireland

Managing the Ben & Jerry’s Ireland social media accounts for 3 years gave me a clear insight into brand marketing through a specific creative, design, ethos, tone, and language lens. And who doesn’t love ice-cream?!

Among our biggest campaigns was the “Core Tour” where we took to various locations in our “Core Crusader” van, giving out free tubs and samples to fans across the country. The 12-day tour was amplified on social media with a suite of content and a purpose build app/microsite where fans could request a doorstep delivery of their favourite Ben & Jerry’s “Core” range flavours.

MY ROLE:

  • Digital strategy, creative and execution

  • Content creation - copywriting for social media, sponsors, media partners

  • PR - media relations, press release writing, photocall and talent management

  • Videography - storyboarding, editing, platform-specific edits

  • Social media channel management, content creation, fan engagement

  • Ambassador briefing, management, and content activation

  • Experiential - strategy, timelines, budget management

RESULTS

  • +6 cities visited over 12 days

  • +20,000 samples given out

  • +800k accounts reached

  • +250k engagements

  • +€750k PR value / AVE

  • 2x times trending in Ireland

  • 1x very successful launch

OTHER PROJECTS WITH BEN & JERRY’S

  • The “Join Our Core” campaign to find spirited Social Entrepreneurs/Businesses in Ireland who mirrored the B&J’s company ethos. With finalists traveling to London to “pitch” their ideas in person to the main men themselves.

  • Various new SKU/flavour launches like Peanut Butter Me Up, Vermonster, and Blondie Brownie.

  • Free Cone Day - launched #FreeConeDay which became an annual event at Ben&Jerry’s stores across Ireland.