(+44) 161 817 6600
jo@tangerinecomms.com

Tangerine, Giant’s Basin,
Potato Wharf, Castlefield,
Manchester M3 4NB

Iceland

Crafting Christmas with Iceland Foods

The problem

Christmas is the busiest period for retailers, each one vying for the attention of Christmas shopping consumers.

 

Iceland Foods hosted an influencer event entitled #ReasonstoBeJolly in the state of the art Iceland Kitchen. Our brief was to amplify this activity over the Christmas period to the masses, stealing share from competitors and driving sales over the festive period.

Our response

Our response was to capture a range of video content heroing key Christmas products, using additional influencer vox pops to capture the essence of Christmas at Iceland. By using various methods of capturing content, we were able to highlight the festive feeling of food to drum up sufficient hype on social around Christmas food shopping at Iceland. 

 

We then broadcast three key demonstrations over Facebook Live, as well as streaming live Instagram stories throughout the event with tier one influencers, ensuring the attention of relevant target audiences was captured.

 

Through ongoing community management, conversation continued to thrive through monitoring and interrupting with relevant conversations on Twitter using the #ReasonsToBeJolly hashtag throughout the campaign.

Results

Overall the event alone saw 2.4 million impressions on Iceland's social channels, proving Iceland Foods as a truly relevant supermarket competitor during the festive period. 

 

Through high-level reactive community management, Iceland’s bold tone of voice was brought to life, allowing the campaign to appear in Twitter's trending topics.

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