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.

THE STORY
A pint of perfection

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.

14-point

lift in ad recall

6-point

lift in brand awareness

2-point

lift in purchase intent

To introduce our new Pint Slices to our fans, we developed unique creative built for Stories to be where our fans are with a fun message they can enjoy. We wanted to ensure the creative breaks through, but feels right for the context of Stories.
Jay Curley, Senior Global Marketing Manager, Ben & Jerry’s
THE GOAL
Slicing through the competition

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.

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THE SOLUTION
A flavorful story

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.