For 8 Fridays between April and June, thousands took part in an immersive film experience. Secret Sofa presented by Häagen-Dazs brought communal cinema events into the home, with social channels drawing participants into worlds around best loved films.
With character narratives, thematic content, live interaction and discussion; fans joined weekly stories as they unfolded via influencers as key talent across Facebook live, Instagram, Tik-Tok, email, partner and influencer channels.
An Amazon Prime partnership brought rotating ice cream flavours challenges, inspiring households to share their experiences. Brand collaborations led to extraordinary content, amplified by influencers.
The campaign was Häagen-Dazs’s first multi-platform influencer marketing amplification, and a global debut for the brand on TikTok. Twenty-four nano and micro-influencers produced creator-led content and actions weekly around films and corresponding flavours. Friday was the day of celebrating all UGC, showcasing weekly memories and creativity of film and audience.
Achieving unprecedented positive sentiment and a +97% unit sales uplift, and creating ‘cultural moments’ bringing communities together. Facebook highlighted the campaign as a best-in-class case study with more than 115,000 reactions and Amazon as a best-in-class social commerce partnership driven by influencers; including over 84,000 shares of #SecretSofa and #HaagIndoors respectively and the highest ever engagement for the brand in UK on a social campaign leading to its highest brand preference scores in 2 years.
An effective pivot borne of agile partnership, supportive ethos and unified vision to create togetherness.
