Every year, Swedes celebrate kanelbullens dag, or cinnamon roll day. During the celebrated event, people all over Sweden eat the delectably sweet roll. In honour of the festivities, iconic premium ice cream brand Ben & Jerry's wanted to promote its newly launched Cinnamon Buns flavour – a decadent treat that mimics the sugar and spice of the baked goods.

Last year on kanelbullens dag, Ben & Jerry's Sweden (@benjerryswe) ran video adverts promoting the new flavour. "We're all about product excitement and flavour excitement," says Johanna Roos, Marketing Manager at Ben & Jerry's Nordics. "Instagram is a great platform for us to make our brand come alive."

Working with Mindshare Sweden, the ice cream company shot a series of videos to elicit interaction from Swedes on Instagram. The team made sure that the videos were eye-catching, worked with the sound off and worked well on automatic loop.

At the end of the campaign, Ben & Jerry's Sweden got great results. With the videos, the company increased advert awareness by 67% and brand awareness by 11%, and even drove an 80% increase in sales.

Watch the video to see how the concept came together to make a tasty impact in Sweden.