HB Snaps up the sUMMER - ECR Ireland · Sweet tooth snacker 18-35. How do we change Emma’s mindset? WHY SNAPCHAT? Over 1 million daily active Snapchatters in Ireland! 18 to 24 year-olds:

HB Snaps up the

sUMMER

Ice Cream challenge

Our objective

Increase HB ice cream sales by getting everyday ‘snackers’ to buy our ice cream by positioning ourselves as a

hunger fill snack while our consumers are on the go

Our Target Audience

Sweet tooth snacker

18-35

How do we change Emma’s mindset?

WHY SNAPCHAT?

Over 1 million daily active Snapchatters in Ireland!

18 to 24 year-olds: 33%25 to 35 year-olds: 29%

18+ times per day

spending 25-35 minutes per day on Snapchat

62%

Connected Shopper journey

sellAttract engage

Nudge people to consider an ice cream

Ensure consumer gets to the cabinet

Create sufficient desire to ensure purchase

Huge OOH support across the Summer Attract

Radio & Spotify targetting Attract

Maximum Media partnership Attract

Waterford whispers Attract

Social Media engage

Location based mobile displays engage

Close proximity to store engage

Final hurdle engage

sellConnected cabinets

Overall RESULTS

Originally we wanted to increase vol sales by 6.6%

(+800k c/u over the summer months)

and we absolutely smashed this!!

From June to Aug,

our volume sales on HB grew

by 33.9% and

value sales by 42.4%(AC Nielsen)

VIDEO

TOP TIP

Importance of having a fully integrated path to purchase campaign

(and not falling over At the final hurdle!)

<insert TITLE>

Thank you!