BEN & JERRY'S
Ice cream maker Ben & Jerry’s developed custom creative for Instagram Stories to boost awareness of its new novelty product, Pint Slices, resulting in a significant lift in purchase intent.
Ben & Jerry’s was founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield. The company, which is known for its unique flavors and social mission, has since added a variety of treats and novelties, including its frozen yogurt line and Pint Slices product.
lift in ad recall
lift in brand awareness
lift in purchase intent
The ice cream maker wanted to boost awareness of its new product, Pint Slices. Ben & Jerry’s also wanted to connect with its fans through the recently launched Instagram Stories format.
The Ben & Jerry’s team wanted to test different creative formats for reaching its fans. It decided to use Instagram Stories to promote its newest novelty product, Pint Slices.
The team partnered with creative agency Driven Studio to develop a series of Instagram Stories specifically for the ad format. The stories followed the same aesthetic as the brand’s broader marketing efforts for Pint Slices, highlighting their portability and single-serve packaging.
Then, to ensure it reached as many people as possible, the Ben & Jerry’s team targeted its Stories campaign to people in the US. The team also selected the reach ad objective, ensuring the Stories were delivered to a wide-reaching Instagram audience.
Finally, Ben & Jerry’s conducted a Nielsen Brand Effect study to determine how the campaign boosted awareness of Pint Slices. The ice cream maker found its Instagram Stories not only reached ice cream lovers across the country, but also drove up ad recall by 14 points, brand awareness by 6 points, and created a 2-point spike in purchase intent for the new product.