Our brief was to engage and drive continued loyalty amongst existing Iceland consumers,
increase awareness and change perceptions amongst non-believers in frozen and
increase market share and drive sales.
We did this by educating audiences about the forward-thinking benefits of frozen with proactive rich media content showing off the range and quality of Iceland’s food that is fuelled by #poweroffrozen.
We demonstrated that Iceland is current and forward-thinking and pushes the boundaries by reacting to online conversation and trends through always-on community management and innovative use of new platforms and functionalities.
And finally, we showed-off the brand’s new direction through a fresh, bold and continually engaging tone of voice, dominating and owning brand-led conversations through #Poweroffrozen
X1 DADI 2017
X2 UK SOCIAL MEDIA C COMMUNICATIONS AWARDS 2017
X2 UK CONTENT AWARDS 2018
Total social impressions of 284,339,506
Market Share increased by 0.2%, from 2.0-2.2% between March 2016- June 2017 (Kantar)
Grew existing social following by 15% across all channels
Social media endorsements from influencers and media relevant to our target audience such as BBC news, Sky News, Capital FM, Heart Radio, TalkSport and YouTube stars
Positive endorsements from the target audience, indicating an intent to change shopping habits