Emack & Bolio’s has won fans across the globe since 1975 with its ‘Peace, Love & Rock’n’Roll’ ice cream brand known for its adventurous flavors and outrageous cones. Cred was hired to design a 6-month integrated marketing campaign for Emack & Bolio’s to keep the imaginative and exciting ice cream brand front of mind for Hong Kongers and also tourists across APAC. With this in mind we developed a strategic and creative multi-faceted campaign to keep Emack & Bolio’s in the news.
First, we developed a fun campaign for the Easter holidays which drew locals, tourists, families and couples to all four stores in the city. A buy-one-get-one-free promotion was available for the brand’s chocolate flavours and chocolate cones and customers received two fluffy pairs of bunny ears for that perfect social media holiday snapshot. Both media and bloggers were invited to try the promotion, a bilingual media relations campaign followed.
Following this, 5 May 2018 marked the first day of summer, with the perfect opportunity to introduce Emack & Bolio’s light and fruity summer flavours with journalists. We delivered ice cream directly to publications, many of which then shared the news on social media.
Finally, we made good use of National Ice Cream Month in July and planned a whole month of engaging activities for customers to participate in. These included an in-store quiz, a scavenger hunt across all 4 stores, various themed social media competitions and a buy-one-get-one free for customers with birthdays in July. Activities were targeted at different audiences and across different stores.
Measurement and Evaluation
- 135 pieces of coverage from both journalists and bloggers across online, print and social media in both English and Chinese
- Publications/bloggers included Weekend Weekly, Elle, Cosmopolitan, U Magazine, Sino, Yahoo, Sassy, Time Out, @hkfoodtalk, @hkfoodlover, Sing Tao Daily, Lifestyle Asia, am730 and Expat Living
- Total campaign reach/opportunities to see: 42,120,324