Skinny Cow "Resolve to Indulge"
Social Media
Digital Strategy
Promotions
Project Description
As SBA set out to develop the Q1 2014 campaign for Skinny Cow - a key selling period for this better-for-you ice cream and confections brand - we utilized social listening tools and communities to mine for consumer insights. In doing so, we found that our consumer didn’t love the idea of sacrificing, dieting and counting calories. In fact, she wanted to set restrictions aside, embrace her sassy side and sink her teeth into every delicious moment of 2014. Thus was born the “Resolve to Indulge” campaign – which served as a spirited rally cry for our consumers and a compelling communications platform for Skinny Cow’s low-fat, yet incredibly decadent, chocolate and ice cream snacks. The campaign included traditional, paid digital (display and social) utilizing social media profile targeting, as well as an immersive promotion to drive participation and trial. Results included 1.5 million promotion entries, 890,000+ website visits and a 23% increase in Twitter followers.Client
Skinny CowTags
CPG
Food
Beverage
Consumer Packaged Goods
Promotion
Social Promotion
Website
Microsite
Social Media
Content
Social Content
Content Strategy
Contest
Giveaway
Paid Social
Digital Media
Digital Strategy
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