Ice cream brand Carte d'Or boosted a new product with a campaign that capitalized on consumers' favorite time for eating its product, along with shopping live streams.
Objective
Ice cream brand Carte d'Or undertook a digital-focused project that would support the launch of Carte d'Or Selection Gold and strengthen its bond with consumers. The brand aimed to increase its visibility on social media platforms and simultaneously increase its impact on sales channels.
Context
Carte d'Or aimed to strengthen the bond between itself and consumers by embracing a concept that its target audience knew, loved, and used, supporting this strategy by making the right influencer choices.
Target Audience
Sales data revealed that Carte d'Or purchases peak during the sunset's "golden hour." Recognizing summer evenings as preferred times for happy hours and events, Carte d'Or aligned its strategy with this "golden" concept. Analyzing its target audience, the brand noted their affinity for the golden hour, with pictures of it frequently shared on social media. To resonate deeply with them, Carte d'Or crafted a digital strategy evoking these cherished moments.
Creative and Media Strategy
Carte d'Or increased interaction and reach by conducting an initiative that effectively explained its product by using all the features of social media platforms with the right influencer collaborations.
Since the name of Carte d'Or's new product (Selection Gold) coincided with the "golden hour" of sunset, when consumers prefer Carte d'Or the most, the brand embraced the timing of this occasion. The brand first identified consumers' favorite influencers to represent its brand. These influencers prepared stories, reels, feed content, and live broadcasts during sunsets. At the same time, Carte d'Or directed consumers to purchase with live shopping, which the brand was using for the first time.
As a result of the campaign, Carte d'Or:
