Vadilal, the 100-year-old Ahmedabad-based ice cream brand, launched a user-generated content initiative ‘Freez the Moment’ a few days ago in order to create a digital presence for the brand. The campaign is executed by Zero Gravity Communications.
The brand asked ice cream lovers to show their craze by taking up a challenge. The challenge was to gulp, slurp or eat Vadilal ice cream under 45 seconds. The contest was conducted in the winter season and yet received a humongous response from the audience. The brand also asked the contestants to pass on the challenge to their friends and family. Winners would get ice cream free for six months.
The campaign was amplified on Facebook, Twitter and Instagram. Vadilal was able to reach more than 1.6 million people, garner more than 2.7 million impressions. The campaign saw 1.2 million engagement posts. The Facebook page of the brand saw a 12% increase in the engagement, Instagram followers grew by 35%. A total of more than 210 entries came across India.
The consumers engaged with the brand and made efforts to find themselves a Vadilal ice cream, record the challenge and send in the entries. This increased both presence and sales. A much-needed buzz was created and this resulted in a spike in enquires as well. Overall, the engagement with social media pages was higher than witnessed before.
Instagram links to a few UGC entries:
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