Grew the Häagen-Dazs brand purpose through cultural immersion, including a $500K allocation to 5 deserving nonprofits. Enlisted celebrity talent, Leslie Grace, to promote City Sweets and act as a voice for rising talent. Built upon our network of diverse Tik Tok tastemakers to capture their #CitySweetMoment and share their purpose #ThatsDazs passions. Activated with an IRL bodega in Brooklyn to celebrate the launch with surround sound of earned national, local, consumer, and trade media.
Strategy, casting, contracting and execution. Activated with a full-scale influencer retreat in Utah that highlighted 5 different key on-site events and content moments. Generated 50 pieces of content including actress, Kimberly J. Brown’s, overnight stay. We monitored social engagement at every phase of the campaign.
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