Susan helped win, lead and create 360 advertising as GCD and writer for this amazing brand.
These days, the ice cream category is filled with more incredible choices than ever. Great news for ice cream lovers. Not such great news for a 57-year-old brand that wants to hold onto its market share. Haagen Dazs needed to connect with younger ice cream aficionados. So we embraced the brand’s “experience” and reminded people what it truly takes to create something extraordinary.
:30 OLV
:15 PRODUCT-CENTRIC VERSION
MANIFESTO VIDEO
And...this is the manifesto video Susan wrote that started as the foundation for it all.
OOH
Our message continued to OOH. Susan's role was as CD (over another agency that would be phasing out ) as well as writer -- including the executions below, which were just a few of the dozens that were plastered across seven key markets.
Susan also oversaw and helped create a number of fun, interesting digital projects that were designed to create a lot of buzz on a limited budget. Here are a few of her favorites:
SOCIAL VIDEOS
New Cookie Squares
To introduce the brand's new "Cookie Squares", we created this video to give fans an idea of the deliciousness that goes into each one.
"Missing Squares" OLV
Twitter: Non-Dairy
Non-dairy is something Haagen-Dazs fans have been begging for for a really long time on Twitter. So we were excited to share the big news of the brand's first non-dairy collection...by responding to their same years-old Tweets, letting them know why it took so long.
Here's an example of the type of Tweets we sought out (this one dated from 2012):
"Sorry" Responses OLV
Instagram Stories: Trio Collection
TRIO is a new collection the brand introduced in 2017 that features layer after layer of two different ice cream flavors separated by crunchy Belgian chocolate. To help people discover each one, we created a series of “indulgent” videos that would each become an Instagram story that users could swipe through.
"Tasting Indulgence" OLV
Twitter: Bars
We made a Twitter post a whole lot more fun by adding an element of discovery – and letting people actually swipe back and forth to learn a little something about some of our favorite flavors.
Facebook Canvas: Brand
We worked with Facebook to create this Canvas based on an insight from their API. The insight? That Millennials were extremely routine-oriented. So we let them know, in a gorgeous, engaging way, how Haagen Dazs could fit right into their schedules.
The Artisan Collection
Haagen Dazs partnered with six little-known culinary artisans to help them create six new flavors in their new artisan line. We had just $200k to create 27 pieces of unique content that introduced consumers to the artisans and the six new flavors. So how did we manage to do that? I interviewed the artisans, an in-house director shot them, and we ate at a lot of low-budget fish shacks and taco joints along the way. All said and done, we managed to get 6.5 million Facebook views and nearly 200,000 visits to our Artisan landing page.
Some of the videos we created include a Launch film and Artisan profiles.