Do The World A Flavour
www.benjerry.co.uk/dtwaf/awards-application.php
The Brief
To create an online competition that would engage Ben & Jerry’s consumers worldwide and support of the brand’s 2009 marketing objectives: to build consumer loyalty and communicate its Values Led Sourcing philosophy, "It's What's Inside that Counts".
Our Insight
Although Ben & Jerry's consumers support the brand’s social mission, they don't actively seek out information regarding the sourcing of ingredients. Our competition combined a powerful message about ingredients sourcing with an equally powerful motivation to get involved.
What We Did
Do The World A Flavour gave entrants the chance to create Ben & Jerry's first global Fairtrade Flavour and see themselves on tubs all over the world. Entrants designed and personalised their own flavour, learning in a fun way about the brand's Fairtrade commitment. They could send their tub to friends and upload it to Facebook, and the competition was also a Facebook application.
The Results
With no ATL or BTL support (aside from the Facebook page), the UK target of 5,400 entries was smashed, with 12,554 – 2,384 from Facebook. In Europe we had 71,360 entries, exceeding all targets. The website's dwell time increased from 3m45s in February to over 10 minutes in May. 40% of entrants sent their tub on to friends, and the Facebook fan page boasts over 40,000 members. In brand engagement terms, Ben & Jerry's now outperforms all other Unilever brands.
