Klondike is a classic American ice cream brand that is particularly known for its very catchy "What would you do for a Klondike bar?" jingle, launched in 1982 as a part of a nationwide advertising campaign. Given its history, consumers had a high awareness of Klondike, but there was a disconnect in the brand's relevance and consideration. This knowledge drove Klondike to reframe the perception of ice cream and how it pertains to snacking while giving consumers a compelling reason to choose Klondike.
Objective and Context:
Research shows that frozen novelties are considered both a snack and a dessert, but are enjoyed in different time frames: mid-week versus weekend. Eating frozen treats tends to improve consumers' moods, and there is a distinct connection between consumers' moods and how they use media, particularly mobile.
In the interest of getting snackers to buy Klondike for both their dessert and snacking needs, Klondike tapped into its heritage and recruited new consumers by relaunching the "What Would You Do?" (WWYD) jingle for an "Instagram generation." Its objective was to increase relevance of its frozen treat by communicating its challenge and driving reach and scale of its content. It rewarded the story by fostering interactions with the campaign: sharing, participating in a challenge, etc. Klondike leveraged a P4A (Planning for Agility) methodology that allowed it to systematically leverage media in real time, adapt to culture, and nimbly respond to moments that resonated with the brand to increase relevancy.
Klondike's "planning for agility" campaign targeted a broad demographic; however, the content alignment was based on select triggers chosen as filters for the brand to either substantiate or eliminate potential moments for activation. Triggers included viral social challenges, everyday people "hammin' it up," and tentpole holidays and cultural moments during peak ice cream season.
Klondike's media strategy was to maximize the impact of its WWYD content when it was most relevant to its message and audience. The P4A component of its strategy was to leverage creative that aligned Klondike's WWYD messaging with trending sensations. Its research showed that millennials expect advertising to be entertaining and tend to better recall ads that made them laugh. By latching on to cultural moments with a fun tone, Klondike increased its potential to relate to this audience.
The P4A campaign was executed across both video and social. Video served as a broad awareness platform to rotate pertinent creative. Social (on Twitter and Facebook/Instagram) was the cornerstone of the P4A-based execution, where Klondike had the greatest flexibility to react quickly and use multiple formats to engage consumers. Most content also incorporated the brand's campaign influencer, Anna Faris, through either direct integration or through overlays. Faris's career in comedic roles tied back to millennial interest in comedy.
Overall Campaign Execution:
The campaign helped achieve results in driving awareness and consideration through the video buy on YouTube and ad recall and brand favorability on Twitter. Furthermore, Klondike's Twitter study confirmed that when broad and agile executions are paired, they produce the strongest success in driving brand metrics. The P4A portion of the campaign was about 20 to 25 percent of the overall campaign, a large portion of which skewed toward mobile due to the nature of the audience's content consumption.
The mobile component of the campaign was integrated into the overall marketing strategy mainly through the strategic use of social platforms, which are inherently mobile-skewed. The campaign was creative in using various combinations of agile content, messaging, and formats to engage consumers about what they would do for a Klondike bar. Formats such as the "Like to Subscribe" based units, where consumers could subscribe to learn about the next monthly challenge to win a year's supply of Klondike bars, kept consumers tuned in and allowed them to determine if they wanted to continue to engage with the brand in the future through that platform. That connection and dialogue with consumers, and the constant refreshing of content and messaging to reach the key demo based on what was culturally relevant at the time, would have been missed among other digital channels within the larger campaign.
The campaign achieved its goals and met its KPIs across various channels. Within the video campaign, YouTube brand lift study results stated that the P4A based video execution featuring actor and comedian Rudy Mancuso achieved high average to best-in-class results for both awareness and consideration lift against benchmarks at more than 3 percent absolute lift.
According to Twitter brand lift study results, those exposed to solely agile-based content drove an 11.9 percent lift in brand favorability and a 6.6 percent lift in ad recall. The performance of the campaign led to Klondike's consideration of continuing its approach into the next year as a part of the larger campaign, where mobile would likely be a strong component of the media strategy.