Häagen-Dazs

Everyday Made Extraordinary: Social first campaign adaptation.

The Challenge

Häagen-Dazs, in partnership with their primary creative agency Saatchi & Saatchi, launched a major campaign with significant investment in TV and offline assets. The challenge was to extend the life and impact of this investment into the digital space, creating a "social-first" campaign that would resonate with online audiences and drive tangible results.

Project Details

Role: Digital Experience Specialist, Campaign Strategy

Client: Häagen-Dazs

Deliverables: Social-First Campaign Strategy, Three-Stage Funnel Design, Rich Media Video Units, Facebook Collection (Canvas) Design

The SEE-THINK-DO Funnel

As digital specialists, our role was to strategically adapt core assets for maximum effectiveness across social channels. We devised a classic three-stage marketing funnel to guide the customer journey:

SEE (high-impact awareness)

THINK (retargeted video engagement)

DO (direct call-to-action for purchase).

Building Broad Awareness

For the top of the funnel, we took the primary TV commercial and strategically recut it for high-reach digital placements like social video, display, and YouTube pre-roll. This adaptation process ensured assets were optimised for social performance - correcting dimensions, shortening run-times, and focusing on mobile-first content - while maintaining absolute brand consistency.

Driving Conversion with Immersive Tech

For the final conversion push, we leveraged the Facebook Collection (Canvas) format. This allowed us to create a video ad in the user's feed that expanded into a full-screen, immersive experience. This "mini landing page" within the app allowed for richer storytelling and featured multiple calls-to-action, directly driving users to supermarket partners to make a purchase.

The Impact

Boosted engagement

Successfully translated the brand's premium feel to social media, driving significant engagement across all channels.

Maximised ROI

Repurposed primary assets to deliver a wealth of high-quality digital content at a fraction of the cost of standalone production.

Increased Visibility

Effectively amplified the work done by the main creative agency, extending the life and reach of the initial campaign investment.