Bulla – Creamy Classics Frozen Custard

CHALLENGE

Bulla is a leading brand in the Everyday ice-cream segment, but with the growth of the Premium ice-cream sub-category – an opportunity existed for Bulla to shift their product direction to appeal to a new market of consumers and maintain relevancy.

OBJECTIVE

Help Bulla launch a creamier, more indulgent premium ice-cream alternative – Creamy Classic Frozen Custard – by creating an engaging campaign that inspired conversation, drove product trial and purchase.

THE DEFINING INSIGHT

Facial expressions are key to first impressions. Most of us can’t remember our first taste of ice-cream, but Bulla’s mission to make frozen custard the new ice-cream gave people a second chance, for a ‘first time’.

STRATEGY & SOLUTION

Knowing that first times could only be captured once, ARN created a social media movement for people to capture and share their first Bulla Creamy Classic Frozen Custard experience using the hashtag #tasteface for a chance to win $10,000 to put towards an ultimate first time experience.

Amanda Keller led the charge on-air, soliciting involvement from our listeners across KIIS and Pure Gold networks, also extending her presence to Facebook and Instagram, widening reach and helping to generate social sharing.

At the same time, we used our broadcast channels to direct foot traffic to Bulla’s street sampling activations, and made sure everyone at ARN could also get in on the movement through a Feed The Crew initiative – ensuring maximum tasting opportunities for maximum results.

THE RESULTS

  • 806 TOTAL ENTRIES USING THE #TASTEFACE HASHTAG ACROSS FACEBOOK, INSTAGRAM & ONLINE
  • 1.15% AVERAGE ENGAGEMENT RATE ON TWITTER
    (high engagement is considered between 0.33%-1%)
  • WINNER OF PRODUCT OF THE YEAR 2018, BACKED BY THE VOTES OF 14,000+ CONSUMERS AFTER ARN HELPED DELIVER A STRONG PRODUCT LAUNCH

The Power of Advertising

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