How do you get creative with sampling in theCOVID-19 landscape? Of course, the answer is free ice-cream delivery!
For our client So Delicious Dairy Free, we ran the sampling initiative ‘Make My Friday’. We wanted to appeal to the fact that we’d all been stuck at home for a while, and our weekends definitely hadn’t been living up to our usual expectations. So, for the month of June, we ran dark social ads from Friday to Tuesday each week as a competition to collect entries for a free ice-cream delivery on the following Friday. The key messaging was, let us Make Your Friday night, you deserve it!
There were 20 lucky winners each week, with a few special deliveries sent out to key media and influencers. Every Thursday, we worked hard to pack up the tasty ice-cream packages in sustainable and re-usable freezer bags (plant-based = good for the planet!) and get them sent out to winners from all over Sydney. The packs featured two mouth-watering tubs and an information card promoting the hashtag #MakeMyFridaySoDelicious, as well as some additional information about the brand itself.
Overall, the competition was a huge success! Our paid posts reached over 150,000 people and we had over 787 entries. Post competition we gained over 750 new followers on the SoDelicious Dairy Free Instagram account, as well as over 300 on the Facebook page.
If you’d like to dive deep into our consumers stories and reposts, click here. Stay tuned for more fun activations from this brand because we’re only just getting started!