SWIRL UP YOUR WORLD


Selling an expensive soft serve maker is a tough act.

Not only is soft serve cheap, it is easily available everywhere in summer. Plus, making your own ice cream is time-consuming and messy.

Furthermore, the whole market is going to be inundated with visuals of refreshing drinks and cool treats.

So how did we convince the consumer to buy a pricey soft serve maker in spite of it all?

By SHOWING HOW MAKING YOUR OWN SOFT SERVE IS WORTH ALL THE EFFORT.

TO LAUNCH CUISINART’S SOFT SERVE MAKER in australia and new zealand OVER SUMMER, WE BEAT THE HEAT OF ONLY USING VISUALS OF ICY COOL TREATS TO STIR APPETITE APPEAL.

WE CUT THROUGH THE CLUTTER WITH STRATEGIC THINKING.

FIRST, WE HONED IN ON THE… SECONDARY TARGET GROUP

Instead of appealing to our usual target group of the home makers with the proverbial dough, we went after the kids using a kid-friendly video (on the right) so that they could act as an intermediary of sorts.

This move was also done to answer to an underlying strategy. By understanding the motivations of modern-day Aussie parents with young children, we learnt that serving ice cream is about more than just treats and rewards.

The experience of creating memorable parent-child moments was equally important. 

TO SELL IN FAMILY FUN, WE INFLUENCED THE CONSUMERS FOR THEIR BUY-IN

With the influencers, it was a two-prong approach. They had to showcase family moments and also highlight product features to show that it was easy and not messy to use.

easy, peasy, social media teasy

Apart from animated gif to show how easy it was to use the machine, our social media posts teased the coming of the soft serve maker and also targeted specific audiences.

RESULTS

This campaign ultimately delivered Cuisinart’s most impressive ROI in ANZ yet. Despite the time/budget constraints, it maximised impact to achieve massive cut-through, converting high online engagement into strong product demand and online buys. Over the course of the first five weeks of product launch, the campaign generated:

  • A total of 10,468 'buy online' clicks 

  • 300 online purchases on average per day

  • Over 11 million impressions

  • More than 1.1 million campaign video views